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AdWords API

Report Types

This page lists and describes the fields in available reports. For more information about performance reports, visit these resources:

Available Reports
  1. Account Performance
  2. Account Reach Frequency
  3. Ad Performance
  4. Ad Customizers Feed Item
  5. Ad Extensions Performance
  6. Ad Group Performance
  7. Ad Group Reach Frequency
  8. Age Range Performance
  9. Audience Performance
  10. Automatic Placements Performance
  11. Bid Goal Performance
  12. Budget Performance
  13. Call Metrics Call Details
  14. Campaign Performance
  15. Campaign Ad Schedule Target
  16. Campaign Location Target
  17. Campaign Negative Keywords Performance
  18. Campaign Negative Locations
  19. Campaign Negative Placements Performance
  20. Campaign Platform Target
  21. Campaign Reach Frequency
  22. Campaign Shared Set
  23. Click Performance
  24. Creative Conversion
  25. Criteria Performance
  26. Destination URL
  27. Display Keyword Performance
  28. Display Topics Performance
  29. Gender Performance
  30. Geo Performance
  31. Keywordless Category
  32. Keywordless Query
  33. Keywords Performance
  34. Paid and Organic Query
  35. Placeholder
  36. Placeholder Feed Item
  37. Placement Performance
  38. Product Partition
  39. Search Query Performance
  40. Shared Set Criteria
  41. Shared Set
  42. Shopping Performance
  43. URL Performance

Name
The field name to be used in a <fields> element when requesting reports.
Display Name
The human-readable name of this field, returned in a CSV header row.
XML Attribute
The XML attribute in the generated report that corresponds to this field (only applicable if a report definition's download format is XML).
Type
The data type of this field in the generated report.
Filterable
Indicates whether the field can be used in report request predicates.
Supports Zero Impressions
Indicates whether the field supports zero impressions (true) in reports or not.
Behavior
The three possible Behavior values are:
  • Attribute
    The field contains settings or other fixed data. The values returned will always reflect the current state of the account, ignoring the timespan of the report. The field is generally compatible with zero-impression reports.
  • Metric
    The field contains numerical performance data. The values returned reflect the performance over the timespan of the report.
  • Segment
    The field contains dimension data that is used to group metrics. Including the field in a report may split a single row into multiple rows. The values returned and number of segmented rows reflect the performance over the timespan of the report. The field is likely to be incompatible with zero-impression reports, see the Notes and Support Zero Impressions columns to verify.
Notes
Additional information about the field, including formats, enum values, and special behaviors. This column will also indicate when the report data will differ from the specified Data Type.

Account Performance Report

The Account Performance report includes all statistics aggregated by default at the account level, one row per account. If other segment fields are used, you may get more than one row per account. See segmentation for more information.

ReportType: ACCOUNT_PERFORMANCE_REPORT
Name Display Name XML Attribute Type Filterable Supports Zero Impressions Behavior Notes
AccountCurrencyCode Currency currency String True True Attribute The currency of the Customer account.
AccountDescriptiveName Account account String True True Attribute The descriptive name of the Customer account.
AccountTimeZoneId Time zone timeZone String True True Attribute Name of the timezone of the Customer account. For example: "(GMT-05:00) Eastern Time".
AdNetworkType1 Network network AdNetworkType1 True True Segment First level network type.
Predicate values / display values:
SEARCH / Search Network
CONTENT / Display Network
AdNetworkType2 Network (with search partners) networkWithSearchPartners AdNetworkType2 True True Segment Second level network type (includes search partners).
Predicate values / display values:
SEARCH / Google search
SEARCH_PARTNERS / Search partners
CONTENT / Display Network
AverageCpc Avg. CPC avgCPC Money True True Metric The total cost of all clicks divided by the total number of clicks received.
AverageCpm Avg. CPM avgCPM Money True True Metric Average Cost-per-thousand impressions (CPM).
AveragePosition Avg. position avgPosition Double True True Metric Your ad's position relative to those of other advertisers.
ClickType Click type clickType ClickType True False Segment The Impressions field will reflect how often the ad was served with that click type available. Since ads can serve with multiple click types displayed, impressions may be double counted and the totals may not be accurate.
Predicate values / display values:
URL_CLICKS / Headline
CALLS / Phone calls
OTHER / Other
PRODUCT_EXTENSION_CLICKS / Product plusbox offer
SITELINKS / Sitelink
PRODUCT_LISTING_AD_CLICKS / Product listing ad
GET_DIRECTIONS / Driving direction
OFFER_PRINTS / Print offer
BREADCRUMBS / Breadcrumbs
CALL_TRACKING / Manually dialed phone calls
MOBILE_CALL_TRACKING / Mobile phone calls
LOCATION_EXPANSION / Get location details
UNKNOWN / unknown
Clicks Clicks clicks Long True True Metric The number of clicks.
ContentBudgetLostImpressionShare Content Lost IS (budget) contentLostISBudget Double True True Metric The estimated percent of times that your ad was eligible to show on the Display Network but didn't because your budget was too low. A percentage returned as "xx.xx%", or the special values "< 10%" or "> 90%".
ContentImpressionShare Content Impr. share contentImprShare Double True True Metric The impressions you’ve received on the Display Network divided by the estimated number of impressions you were eligible to receive. A percentage returned as "xx.xx%", or the special values "< 10%" or "> 90%".
ContentRankLostImpressionShare Content Lost IS (rank) contentLostISRank Double True True Metric The estimated percentage of impressions on the Display Network that your ads didn't receive due to poor Ad Rank. A percentage returned as "xx.xx%", or the special values "< 10%" or "> 90%".
ConversionCategoryName Conversion category conversionCategory String True False Segment Not compatible with non-conversion stats (AverageCpc, Clicks, etc). Prevents zero-conversion rows from being returned. Values: "Other", "View of a key page", "Purchase/Sale", "Signup", "Lead"
ConversionRate Click conversion rate clickConversionRate Double True True Metric The number of converted clicks divided by your total clicks that can be tracked to a conversion. This is how often a click on your ad resulted in a conversion. Percentage returned as "x.xx%".
ConversionRateManyPerClick Conv. rate convRate Double True True Metric The number of conversions divided by total clicks that can be tracked to conversions. Percentage returned as "x.xx%".
ConversionTrackerId Conversion Tracker Id conversionTrackerId Long True False Segment
ConversionTypeName Conversion name conversionName String True False Attribute Not compatible with non-conversion stats (AverageCpc, Clicks, etc). Prevents zero-conversion rows from being returned.
ConversionValue Total conv. value totalConvValue Double True True Metric The sum of conversion values for all conversions.
Conversions Converted clicks convertedClicks Long True True Metric The number of clicks that convert within your chosen conversion window.
ConversionsManyPerClick Conversions conversions Long True True Metric This column reports total conversions, across all the conversion actions you're tracking. How you've chosen to count your conversions (unique or all) affects the number shown in this column.
Cost Cost cost Money True True Metric The sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period. Other costs such as cost-per-call aren't included. For a sum of all costs, use the TotalCost column.
CostPerConversion Cost / converted click costConvertedClick Money True True Metric Cost divided by your total converted clicks.
CostPerConversionManyPerClick Cost / conv. costConv Money True True Metric
CostPerEstimatedTotalConversion Cost / est. total conv. costEstTotalConv Double True True Metric
Ctr CTR ctr Double True True Metric The number of clicks your ad receives (Clicks) divided by the number of times your ad is shown (Impressions). Percentage returned as "x.xx%".
CustomerDescriptiveName Client name clientName String True True Attribute The descriptive name of the Customer.
Date Day day Date True True Segment The date formatted as yyyy-MM-dd.
DayOfWeek Day of week dayOfWeek DayOfWeek True True Segment The name of the day of the week, e.g., "Monday".
Predicate values / display values:
MONDAY / Monday
TUESDAY / Tuesday
WEDNESDAY / Wednesday
THURSDAY / Thursday
FRIDAY / Friday
SATURDAY / Saturday
SUNDAY / Sunday
Device Device device DeviceType True True Segment Predicate values / display values:
UNKNOWN / Other
DESKTOP / Computers
HIGH_END_MOBILE / Mobile devices with full browsers
TABLET / Tablets with full browsers
EstimatedCrossDeviceConversions Est. cross-device conv. estCrossDeviceConv Long True True Metric Conversions from when a customer clicks on an AdWords ad on one device, then converts on a different device or browser. Cross-device conversions are already included in your EstimatedTotalConversions column.
EstimatedTotalConversionRate Est. total conv. rate estTotalConvRate Double True True Metric EstimatedTotalConversions divided by total clicks that can be conversion-tracked. This is how often a click on your ad resulted in a conversion.
EstimatedTotalConversionValue Est. total conv. value estTotalConvValue Double True True Metric The total value of all of your conversions, including those that are estimated.
EstimatedTotalConversionValuePerClick Est. total conv. value / click estTotalConvValueClick Double True True Metric
EstimatedTotalConversionValuePerCost Est. total conv. value / cost estTotalConvValueCost Double True True Metric
EstimatedTotalConversions Est. total conv. estTotalConv Long True True Metric Best estimate of the total number of conversions that AdWords drives. Includes website, cross-device, and phone call conversions.
ExternalCustomerId Customer ID customerID Long True True Attribute The Customer ID.
HourOfDay Hour of day hourOfDay Integer True False Segment The hour of day as a number between 0 and 23, inclusive.
Impressions Impressions impressions Long True True Metric Count of how often your ad has appeared on a search results page or website on the Google Network.
InvalidClickRate Invalid click rate invalidClickRate Double True True Metric The percentage ("x.xx%") of clicks filtered out of your total number of clicks (filtered + non-filtered clicks) during the reporting period.
InvalidClicks Invalid clicks invalidClicks Long True True Metric Number of clicks Google considers illegitimate and doesn't charge you for.
Month Month month String True True Segment The first day of the month, formatted as yyyy-MM-dd.
MonthOfYear Month of Year monthOfYear MonthOfYear True True Segment The name of the month of the year, e.g., "December".
Predicate values / display values:
JANUARY / January
FEBRUARY / February
MARCH / March
APRIL / April
MAY / May
JUNE / June
JULY / July
AUGUST / August
SEPTEMBER / September
OCTOBER / October
NOVEMBER / November
DECEMBER / December
PrimaryCompanyName Company name companyName String True True Attribute
Quarter Quarter quarter String True True Segment The first day of the quarter, formatted as yyyy-MM-dd. Uses the calendar year for quarters, e.g., the second quarter of 2014 starts on 2014-04-01.
SearchBudgetLostImpressionShare Search Lost IS (budget) searchLostISBudget Double True True Metric The estimated percent of times that your ad was eligible to show on the Search Network but didn't because your budget was too low. A percentage returned as "xx.xx%", or the special values "< 10%" or "> 90%"
SearchExactMatchImpressionShare Search Exact match IS searchExactMatchIS Double True True Metric The impressions you've received divided by the estimated number of impressions you were eligible to receive on the Search Network for search terms that matched your keywords exactly (or were close variants of your keyword). A percentage returned as "xx.xx%", or the special values "< 10%" or "> 90%". Not compatible with the field ClickType.
SearchImpressionShare Search Impr. share searchImprShare Double True True Metric The impressions you’ve received on the Search Network divided by the estimated number of impressions you were eligible to receive. A percentage returned as "xx.xx%", or the special values "< 10%" or "> 90%". Not compatible with the fields ClickType and HourOfDay on any report. Not compatible with the field Device on the Product Partition Report.
SearchRankLostImpressionShare Search Lost IS (rank) searchLostISRank Double True True Metric The estimated percentage of impressions on the Search Network that your ads didn't receive due to poor Ad Rank. A percentage returned as "xx.xx%", or the special values "< 10%" or "> 90%". Not compatible with the field ClickType.
Slot Top vs. Other topVsOther Slot True True Segment The position of the Ad.
Predicate values / display values:
SearchRhs / Google search: Side
SearchTop / Google search: Top
SearchOther / Google search: Other
Content / Google Display Network
AfsTop / Search partners: Top
AfsOther / Search partners: Other
Unknown /
ValuePerConversion Value / converted click valueConvertedClick Double True True Metric The total value of all conversions divided by the total number of converted clicks.
ValuePerConversionManyPerClick Value / conv. valueConv Double True True Metric The total value of all conversions divided by the total number of conversions.
ValuePerEstimatedTotalConversion Value / est. total conv. valueEstTotalConv Double True True Metric The value, on average, of your total estimated conversions.
ViewThroughConversions View-through conv. viewThroughConv Long True True Metric The value, on average, of your total estimated conversions.
Week Week week String True True Segment The date for the Monday of the week, formatted as yyyy-MM-dd.
Year Year year Integer True True Segment The year, formatted as yyyy.

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Account Reach Frequency Report

The Account Reach Frequency report includes all stats aggregated at the account level, one row per account. This report can also be segmented by date and frequency using ReachFrequencyDate and ReachFrequency respectively. See segmentation for more information. Visit this help center page to learn more about measuring reach and frequency.

ReportType: ACCOUNT_REACH_FREQUENCY_REPORT

Note: This report is deprecated and only available in v201406 or earlier.

Name Display Name XML Attribute Type Filterable Supports Zero Impressions Behavior Notes
AccountCurrencyCode Currency currency String True False Attribute
AccountDescriptiveName Account account String True False Attribute
AccountTimeZoneId Time zone timeZone String True False Attribute Name of the timezone. For example: "(GMT-05:00) Eastern Time".
CustomerDescriptiveName Client name clientName String True False Attribute
ExternalCustomerId Customer ID customerID Long True False Attribute
PrimaryCompanyName Company name companyName String True False Attribute
ReachFrequency Frequency frequency Integer True False Attribute
ReachFrequencyClicks Clicks clicks Double True False Metric
ReachFrequencyConv Conv. conv Double True False Metric
ReachFrequencyConvRate Conv. rate convRate Double True False Metric
ReachFrequencyCtr CTR ctr Double True False Metric
ReachFrequencyDate Day day Date True False Segment
UniqueUserCountAsLong Unique Users uniqueUsers Long True False Metric

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The Ad Performance report includes all statistics aggregated at the ad level, one row per ad. If other segment fields are used, you may get more than one row per ad. See segmentation for more information. This is a single attribution report when KeywordId is requested. The KeywordId field will return any criteria that triggered the ad, not just keywords.

ReportType: AD_PERFORMANCE_REPORT
Name Display Name XML Attribute Type Filterable Supports Zero Impressions Behavior Notes
AccountCurrencyCode Currency currency String True True Attribute The currency of the Customer account.
AccountDescriptiveName Account account String True True Attribute The descriptive name of the Customer account.
AccountTimeZoneId Time zone timeZone String True True Attribute Name of the timezone of the Customer account. For example: "(GMT-05:00) Eastern Time".
AdGroupAdDisapprovalReasons Disapproval reasons disapprovalReasons List True True Attribute List elements are delimited by the semicolon character (;)
AdGroupId Ad group ID adGroupID Long True True Attribute The ID of the AdGroup.
AdGroupName Ad group adGroup String True True Attribute The name of the AdGroup.
AdGroupStatus Ad group state adGroupState AdGroupStatus True True Attribute Predicate values / display values:
UNKNOWN / unknown
ENABLED / enabled
PAUSED / paused
REMOVED / removed
AdNetworkType1 Network network AdNetworkType1 True True Segment First level network type.
Predicate values / display values:
SEARCH / Search Network
CONTENT / Display Network
AdNetworkType2 Network (with search partners) networkWithSearchPartners AdNetworkType2 True True Segment Second level network type (includes search partners).
Predicate values / display values:
SEARCH / Google search
SEARCH_PARTNERS / Search partners
CONTENT / Display Network
AdType Ad type adType Type True True Attribute The type of the Ad.
Predicate values / display values:
DEPRECATED_AD / Other
IMAGE_AD / Image ad
MOBILE_AD / Mobile ad
MOBILE_IMAGE_AD / Mobile ad
PRODUCT_AD / Product listing ad
TEMPLATE_AD / Display ad
TEXT_AD / Text ad
THIRD_PARTY_REDIRECT_AD / Third party ad
DYNAMIC_SEARCH_AD / Dynamic search ad
CALL_ONLY_AD / Call only ad
UNKNOWN / unknown
AdvertiserExperimentSegmentationBin ACE split aCESplit AdvertiserExperimentSegmentationBin True True Segment Predicate values / display values:
OUTSIDE_OF_EXPERIMENT / outside experiment
CONTROL / control
EXPERIMENT / experiment
AssistClicks Assist Clicks assistClicks Long True True Metric The total number of clicks received prior to a conversion (excluding the last click).
AssistImpressions Assist Impr. assistImpr Long True True Metric The total number of triggered impressions that were not clicked in searches preceding a conversion.
AssistImpressionsOverLastClicks Assist Impr. / Last Clicks assistImprLastClicks Double True True Metric The total number of assist impressions triggered divided by the total number of last clicks received.
AverageCpc Avg. CPC avgCPC Money True True Metric The total cost of all clicks divided by the total number of clicks received.
AverageCpm Avg. CPM avgCPM Money True True Metric Average Cost-per-thousand impressions (CPM).
AveragePageviews Pages / visit pagesVisit Double True True Metric
AveragePosition Avg. position avgPosition Double True True Metric Your ad's position relative to those of other advertisers.
AverageTimeOnSite Avg. visit duration (seconds) avgVisitDurationSeconds Double True True Metric
BounceRate Bounce rate bounceRate Double True True Metric Percentage of clicks where the user only visited a single page on your site, formatted as "x.xx%".
CampaignId Campaign ID campaignID Long True True Attribute The ID of the Campaign.
CampaignName Campaign campaign String True True Attribute The name of the Campaign.
CampaignStatus Campaign state campaignState CampaignStatus True True Attribute The status of the Campaign.
Predicate values / display values:
UNKNOWN / unknown
ENABLED / enabled
PAUSED / paused
REMOVED / removed
ClickAssistedConversionValue Click Assisted Conv. Value clickAssistedConvValue Double True True Metric The total value of all conversions for which this keyword, ad, ad group, or campaign triggered assist clicks.
ClickAssistedConversions Click Assisted Conv. clickAssistedConv Long True True Metric The total number of conversions for which this keyword, ad, ad group, or campaign contributed one or more assist clicks.
ClickAssistedConversionsOverLastClickConversions Click Assisted Conv. / Last Click Conv. clickAssistedConvLastClickConv Double True True Metric The total number of conversions for which this keyword, ad, ad group, or campaign received assist clicks divided by the total number of conversions for which it triggered the last click.
ClickSignificance Clicks ACE indicator clicksACEIndicator SignificanceData True True Metric
ClickType Click type clickType ClickType True False Segment The Impressions field will reflect how often the ad was served with that click type available. Since ads can serve with multiple click types displayed, impressions may be double counted and the totals may not be accurate.
Predicate values / display values:
URL_CLICKS / Headline
CALLS / Phone calls
OTHER / Other
PRODUCT_EXTENSION_CLICKS / Product plusbox offer
SITELINKS / Sitelink
PRODUCT_LISTING_AD_CLICKS / Product listing ad
GET_DIRECTIONS / Driving direction
OFFER_PRINTS / Print offer
BREADCRUMBS / Breadcrumbs
CALL_TRACKING / Manually dialed phone calls
MOBILE_CALL_TRACKING / Mobile phone calls
LOCATION_EXPANSION / Get location details
UNKNOWN / unknown
Clicks Clicks clicks Long True True Metric The number of clicks.
ConversionCategoryName Conversion category conversionCategory String True False Segment Not compatible with non-conversion stats (AverageCpc, Clicks, etc). Prevents zero-conversion rows from being returned. Values: "Other", "View of a key page", "Purchase/Sale", "Signup", "Lead"
ConversionManyPerClickSignificance Conversion ACE indicator conversionACEIndicator SignificanceData True True Metric
ConversionRate Click conversion rate clickConversionRate Double True True Metric The number of converted clicks divided by your total clicks that can be tracked to a conversion. This is how often a click on your ad resulted in a conversion. Percentage returned as "x.xx%".
ConversionRateManyPerClick Conv. rate convRate Double True True Metric The number of conversions divided by total clicks that can be tracked to conversions. Percentage returned as "x.xx%".
ConversionRateManyPerClickSignificance Conversion rate ACE indicator conversionRateACEIndicator SignificanceData False True Metric
ConversionRateSignificance Click conversion rate ACE indicator clickConversionRateACEIndicator SignificanceData False True Metric
ConversionSignificance Converted clicks ACE indicator convertedClicksACEIndicator SignificanceData True True Metric
ConversionTypeName Conversion name conversionName String True False Attribute Not compatible with non-conversion stats (AverageCpc, Clicks, etc). Prevents zero-conversion rows from being returned.
ConversionValue Total conv. value totalConvValue Double True True Metric The sum of conversion values for all conversions.
Conversions Converted clicks convertedClicks Long True True Metric The number of clicks that convert within your chosen conversion window.
ConversionsManyPerClick Conversions conversions Long True True Metric This column reports total conversions, across all the conversion actions you're tracking. How you've chosen to count your conversions (unique or all) affects the number shown in this column.
Cost Cost cost Money True True Metric The sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period. Other costs such as cost-per-call aren't included. For a sum of all costs, use the TotalCost column.
CostPerConversion Cost / converted click costConvertedClick Money True True Metric Cost divided by your total converted clicks.
CostPerConversionManyPerClick Cost / conv. costConv Money True True Metric
CostPerConversionManyPerClickSignificance Cost/conversion ACE indicator costConversionACEIndicator SignificanceData True True Metric
CostPerConversionSignificance Cost/converted click ACE indicator costConvertedClickACEIndicator SignificanceData True True Metric
CostSignificance Cost ACE indicator costACEIndicator SignificanceData True True Metric
CpcSignificance CPC ACE indicator cPCACEIndicator SignificanceData True True Metric
CpmSignificance CPM ACE indicator cPMACEIndicator SignificanceData True True Metric
CreativeApprovalStatus Ad Approval Status adApprovalStatus ApprovalStatus True True Attribute Predicate values / display values:
APPROVED / approved
FAMILY_SAFE / approved
NON_FAMILY_SAFE / approved (non family)
PORN / approved (adult)
UNCHECKED / pending review
DISAPPROVED / disapproved
CreativeDestinationUrl Destination URL destinationURL String True True Attribute
CreativeFinalAppUrls App final URL appFinalURL List True True Attribute List elements are delimited by the semicolon character (;)
CreativeFinalMobileUrls Mobile final URL mobileFinalURL List True True Attribute List elements are delimited by the semicolon character (;)
CreativeFinalUrls Final URL finalURL List True True Attribute List elements are delimited by the semicolon character (;)
CreativeTrackingUrlTemplate Tracking template trackingTemplate String True True Attribute
CreativeUrlCustomParameters Custom parameter customParameter CustomParameters True True Attribute
Ctr CTR ctr Double True True Metric The number of clicks your ad receives (Clicks) divided by the number of times your ad is shown (Impressions). Percentage returned as "x.xx%".
CtrSignificance CTR ACE indicator cTRACEIndicator SignificanceData True True Metric
CustomerDescriptiveName Client name clientName String True True Attribute The descriptive name of the Customer.
Date Day day Date True True Segment The date formatted as yyyy-MM-dd.
DayOfWeek Day of week dayOfWeek DayOfWeek True True Segment The name of the day of the week, e.g., "Monday".
Predicate values / display values:
MONDAY / Monday
TUESDAY / Tuesday
WEDNESDAY / Wednesday
THURSDAY / Thursday
FRIDAY / Friday
SATURDAY / Saturday
SUNDAY / Sunday
Description1 Description line 1 descriptionLine1 String True True Attribute Line 1 description of the Ad.
Description2 Description line 2 descriptionLine2 String True True Attribute Line 2 description of the Ad.
Device Device device DeviceType True True Segment Predicate values / display values:
UNKNOWN / Other
DESKTOP / Computers
HIGH_END_MOBILE / Mobile devices with full browsers
TABLET / Tablets with full browsers
DevicePreference Device preference devicePreference Long True True Attribute
DisplayUrl Display URL displayURL String True True Attribute
ExternalCustomerId Customer ID customerID Long True True Attribute The Customer ID.
Headline Ad ad String True True Attribute The ad headline for a TextAd. For other ad types such as TemplateAds, this field will contain a string representation of the key attributes of the ad.
Id Ad ID adID Long True True Attribute
ImageAdUrl Image Ad URL imageAdURL String False True Attribute Prefix this value with "https://tpc.googlesyndication.com/pageadimg/imgad?id=" to get the full URL.
ImageCreativeName Image ad name imageAdName String True True Attribute
ImpressionAssistedConversionValue Impr. Assisted Conv. Value imprAssistedConvValue Double True True Metric
ImpressionAssistedConversions Impr. Assisted Conv. imprAssistedConv Long True True Metric
ImpressionAssistedConversionsOverLastClickConversions Impr. Assisted Conv. / Last Click Conv. imprAssistedConvLastClickConv Double True True Metric
ImpressionSignificance Impressions ACE indicator impressionsACEIndicator SignificanceData True True Metric
Impressions Impressions impressions Long True True Metric Count of how often your ad has appeared on a search results page or website on the Google Network.
IsNegative Is negative isNegative Boolean True False Attribute
KeywordId Keyword ID keywordID Long True False Attribute In the Ad Performance Report this field contains the ID of the criterion that triggered the ad, segmenting the report and preventing zero impressions. The ID can be for any type of criterion, including placements, verticals, etc. Cross-reference with the Criteria Report to determine the criteria type and details.
LabelIds Label IDs labelIDs List True True Attribute List elements are delimited by the semicolon character (;)
Labels Labels labels List True True Attribute List elements are delimited by the semicolon character (;)
Month Month month String True True Segment The first day of the month, formatted as yyyy-MM-dd.
MonthOfYear Month of Year monthOfYear MonthOfYear True True Segment The name of the month of the year, e.g., "December".
Predicate values / display values:
JANUARY / January
FEBRUARY / February
MARCH / March
APRIL / April
MAY / May
JUNE / June
JULY / July
AUGUST / August
SEPTEMBER / September
OCTOBER / October
NOVEMBER / November
DECEMBER / December
PercentNewVisitors % new visits newVisits Double True True Metric
PositionSignificance Position ACE indicator positionACEIndicator SignificanceData True True Metric
PrimaryCompanyName Company name companyName String True True Attribute
PromotionLine Ad ad String True True Attribute Promotional text for the shopping campaign ad.
Quarter Quarter quarter String True True Segment The first day of the quarter, formatted as yyyy-MM-dd. Uses the calendar year for quarters, e.g., the second quarter of 2014 starts on 2014-04-01.
SharedSetName List name listName String True True Attribute The name of the SharedSet.
Slot Top vs. Other topVsOther Slot True True Segment The position of the Ad.
Predicate values / display values:
SearchRhs / Google search: Side
SearchTop / Google search: Top
SearchOther / Google search: Other
Content / Google Display Network
AfsTop / Search partners: Top
AfsOther / Search partners: Other
Unknown /
Status Ad state adState Status True True Attribute The status of the main object in this row. For example, in a Campaign Performance Report this will be the status of each row's Campaign. In an Ad Group Performance Report this will be the status of each row's AdGroup.
Predicate values / display values:
ENABLED / enabled
PAUSED / paused
DISABLED / disabled
Url Destination URL destinationURL String True True Attribute
ValuePerConversion Value / converted click valueConvertedClick Double True True Metric The total value of all conversions divided by the total number of converted clicks.
ValuePerConversionManyPerClick Value / conv. valueConv Double True True Metric The total value of all conversions divided by the total number of conversions.
ViewThroughConversions View-through conv. viewThroughConv Long True True Metric The value, on average, of your total estimated conversions.
ViewThroughConversionsSignificance View-through conv. ACE indicator viewThroughConvACEIndicator SignificanceData False True Metric
Week Week week String True True Segment The date for the Monday of the week, formatted as yyyy-MM-dd.
Year Year year Integer True True Segment The year, formatted as yyyy.

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Ad Customizers Feed Item Report

The Ad Customizers Feed Item report provides statistics for feed items used in Ad Customizers. Statistics are aggregated at the feed item level, one row per feed item. If other segment fields are used, you may get more than one row per feed item. See segmentation for more information.

ReportType: AD_CUSTOMIZERS_FEED_ITEM_REPORT
Name Display Name XML Attribute Type Filterable Supports Zero Impressions Behavior Notes
AdGroupId Ad group ID adGroupID Long True False Attribute The ID of the AdGroup.
AdGroupName Ad group adGroup String True False Attribute The name of the AdGroup.
AdId Ad ID adID Long True False Attribute The ID of the Ad.
AdNetworkType1 Network network AdNetworkType1 True True Segment First level network type.
Predicate values / display values:
SEARCH / Search Network
CONTENT / Display Network
AdNetworkType2 Network (with search partners) networkWithSearchPartners AdNetworkType2 True True Segment Second level network type (includes search partners).
Predicate values / display values:
SEARCH / Google search
SEARCH_PARTNERS / Search partners
CONTENT / Display Network
AverageCpc Avg. CPC avgCPC Money True True Metric The total cost of all clicks divided by the total number of clicks received.
AverageCpm Avg. CPM avgCPM Money True True Metric Average Cost-per-thousand impressions (CPM).
AveragePosition Avg. position avgPosition Double True True Metric Your ad's position relative to those of other advertisers.
CampaignId Campaign ID campaignID Long True False Attribute The ID of the Campaign.
CampaignName Campaign campaign String True False Attribute The name of the Campaign.
Clicks Clicks clicks Long True True Metric The number of clicks.
ConversionCategoryName Conversion category conversionCategory String True False Segment Not compatible with non-conversion stats (AverageCpc, Clicks, etc). Prevents zero-conversion rows from being returned. Values: "Other", "View of a key page", "Purchase/Sale", "Signup", "Lead"
ConversionRate Click conversion rate clickConversionRate Double True True Metric The number of converted clicks divided by your total clicks that can be tracked to a conversion. This is how often a click on your ad resulted in a conversion. Percentage returned as "x.xx%".
ConversionRateManyPerClick Conv. rate convRate Double True True Metric The number of conversions divided by total clicks that can be tracked to conversions. Percentage returned as "x.xx%".
ConversionTypeName Conversion name conversionName String True False Attribute Not compatible with non-conversion stats (AverageCpc, Clicks, etc). Prevents zero-conversion rows from being returned.
ConversionValue Total conv. value totalConvValue Double True True Metric The sum of conversion values for all conversions.
Conversions Converted clicks convertedClicks Long True True Metric The number of clicks that convert within your chosen conversion window.
ConversionsManyPerClick Conversions conversions Long True True Metric This column reports total conversions, across all the conversion actions you're tracking. How you've chosen to count your conversions (unique or all) affects the number shown in this column.
Cost Cost cost Money True True Metric The sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period. Other costs such as cost-per-call aren't included. For a sum of all costs, use the TotalCost column.
CostPerConversion Cost / converted click costConvertedClick Money True True Metric Cost divided by your total converted clicks.
CostPerConversionManyPerClick Cost / conv. costConv Money True True Metric
Ctr CTR ctr Double True True Metric The number of clicks your ad receives (Clicks) divided by the number of times your ad is shown (Impressions). Percentage returned as "x.xx%".
Date Day day Date True True Segment The date formatted as yyyy-MM-dd.
DayOfWeek Day of week dayOfWeek DayOfWeek True True Segment The name of the day of the week, e.g., "Monday".
Predicate values / display values:
MONDAY / Monday
TUESDAY / Tuesday
WEDNESDAY / Wednesday
THURSDAY / Thursday
FRIDAY / Friday
SATURDAY / Saturday
SUNDAY / Sunday
Device Device device DeviceType True True Segment Predicate values / display values:
UNKNOWN / Other
DESKTOP / Computers
HIGH_END_MOBILE / Mobile devices with full browsers
TABLET / Tablets with full browsers
FeedId Feed ID feedID Long True True Attribute The Feed ID.
FeedItemAttributes Attribute Values attributeValues Byte True True Attribute
FeedItemEndTime End date endDate Long True True Attribute
FeedItemId Item ID itemID Long True True Attribute The FeedItem ID.
FeedItemStartTime Start date startDate Long True True Attribute
FeedItemStatus Item state itemState Status True True Attribute Predicate values / display values:
ENABLED / Enabled
REMOVED / Removed
UNKNOWN / unknown
Impressions Impressions impressions Long True True Metric Count of how often your ad has appeared on a search results page or website on the Google Network.
Month Month month String True True Segment The first day of the month, formatted as yyyy-MM-dd.
MonthOfYear Month of Year monthOfYear MonthOfYear True True Segment The name of the month of the year, e.g., "December".
Predicate values / display values:
JANUARY / January
FEBRUARY / February
MARCH / March
APRIL / April
MAY / May
JUNE / June
JULY / July
AUGUST / August
SEPTEMBER / September
OCTOBER / October
NOVEMBER / November
DECEMBER / December
Quarter Quarter quarter String True True Segment The first day of the quarter, formatted as yyyy-MM-dd. Uses the calendar year for quarters, e.g., the second quarter of 2014 starts on 2014-04-01.
Slot Top vs. Other topVsOther Slot True True Segment The position of the Ad.
Predicate values / display values:
SearchRhs / Google search: Side
SearchTop / Google search: Top
SearchOther / Google search: Other
Content / Google Display Network
AfsTop / Search partners: Top
AfsOther / Search partners: Other
Unknown /
ValuePerConversion Value / converted click valueConvertedClick Double True True Metric The total value of all conversions divided by the total number of converted clicks.
ValuePerConversionManyPerClick Value / conv. valueConv Double True True Metric The total value of all conversions divided by the total number of conversions.
Week Week week String True True Segment The date for the Monday of the week, formatted as yyyy-MM-dd.
Year Year year Integer True True Segment The year, formatted as yyyy.

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Ad Extensions Performance Report

The Ad Extensions Performance report includes all statistics aggregated at the ad extension level, one row per ad extension, and it is filtered in the UI by the type of extension. This report will only return legacy campaign extensions. For upgraded extensions, use the Placeholder Feed Item report - they will not be reflected in this report. If other segment fields are used, you may get more than one row per ad extension. See segmentation for more information.

ReportType: AD_EXTENSIONS_PERFORMANCE_REPORT
Name Display Name XML Attribute Type Filterable Supports Zero Impressions Behavior Notes
AccountCurrencyCode Currency currency String True True Attribute The currency of the Customer account.
AccountDescriptiveName Account account String True True Attribute The descriptive name of the Customer account.
AccountTimeZoneId Time zone timeZone String True True Attribute Name of the timezone of the Customer account. For example: "(GMT-05:00) Eastern Time".
AdExtensionId Ad Extension ID adExtensionID Long True True Attribute
AdExtensionType Ad Extension Type adExtensionType AdExtensionType True True Attribute Predicate values / display values:
LOCATION_EXTENSION / location extension
LOCATION_SYNC_EXTENSION / location sync extension
MOBILE_EXTENSION / mobile extension
PRODUCT_EXTENSION / product extension
STORE_LOCATOR_EXTENSION / store locator extension
SITELINKS_EXTENSION / site links extension
DOMAIN_INFO_EXTENSION / domain info extension
UNKNOWN / unknown
AdNetworkType1 Network network AdNetworkType1 True True Segment First level network type.
Predicate values / display values:
SEARCH / Search Network
CONTENT / Display Network
AdNetworkType2 Network (with search partners) networkWithSearchPartners AdNetworkType2 True True Segment Second level network type (includes search partners).
Predicate values / display values:
SEARCH / Google search
SEARCH_PARTNERS / Search partners
CONTENT / Display Network
ApprovalStatus Status status ApprovalStatus True True Attribute Predicate values / display values:
APPROVED / eligible
UNCHECKED / eligible
DISAPPROVED / disapproved
AverageCpc Avg. CPC avgCPC Money True True Metric The total cost of all clicks divided by the total number of clicks received.
AverageCpm Avg. CPM avgCPM Money True True Metric Average Cost-per-thousand impressions (CPM).
AveragePosition Avg. position avgPosition Double True True Metric Your ad's position relative to those of other advertisers.
AvgCostForOfflineInteraction Avg. CPP avgCPP Money True True Metric
CampaignId Campaign ID campaignID Long True True Attribute The ID of the Campaign.
ClickType Click type clickType ClickType True False Segment The Impressions field will reflect how often the ad was served with that click type available. Since ads can serve with multiple click types displayed, impressions may be double counted and the totals may not be accurate.
Predicate values / display values:
URL_CLICKS / Headline
CALLS / Phone calls
OTHER / Other
PRODUCT_EXTENSION_CLICKS / Product plusbox offer
SITELINKS / Sitelink
PRODUCT_LISTING_AD_CLICKS / Product listing ad
GET_DIRECTIONS / Driving direction
OFFER_PRINTS / Print offer
BREADCRUMBS / Breadcrumbs
CALL_TRACKING / Manually dialed phone calls
MOBILE_CALL_TRACKING / Mobile phone calls
LOCATION_EXPANSION / Get location details
UNKNOWN / unknown
Clicks Clicks clicks Long True True Metric The number of clicks.
ConversionRate Click conversion rate clickConversionRate Double True True Metric The number of converted clicks divided by your total clicks that can be tracked to a conversion. This is how often a click on your ad resulted in a conversion. Percentage returned as "x.xx%".
ConversionRateManyPerClick Conv. rate convRate Double True True Metric The number of conversions divided by total clicks that can be tracked to conversions. Percentage returned as "x.xx%".
ConversionValue Total conv. value totalConvValue Double True True Metric The sum of conversion values for all conversions.
Conversions Converted clicks convertedClicks Long True True Metric The number of clicks that convert within your chosen conversion window.
ConversionsManyPerClick Conversions conversions Long True True Metric This column reports total conversions, across all the conversion actions you're tracking. How you've chosen to count your conversions (unique or all) affects the number shown in this column.
Cost Cost cost Money True True Metric The sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period. Other costs such as cost-per-call aren't included. For a sum of all costs, use the TotalCost column.
CostPerConversion Cost / converted click costConvertedClick Money True True Metric Cost divided by your total converted clicks.
CostPerConversionManyPerClick Cost / conv. costConv Money True True Metric
Ctr CTR ctr Double True True Metric The number of clicks your ad receives (Clicks) divided by the number of times your ad is shown (Impressions). Percentage returned as "x.xx%".
CustomerDescriptiveName Client name clientName String True True Attribute The descriptive name of the Customer.
Date Day day Date True True Segment The date formatted as yyyy-MM-dd.
DayOfWeek Day of week dayOfWeek DayOfWeek True True Segment The name of the day of the week, e.g., "Monday".
Predicate values / display values:
MONDAY / Monday
TUESDAY / Tuesday
WEDNESDAY / Wednesday
THURSDAY / Thursday
FRIDAY / Friday
SATURDAY / Saturday
SUNDAY / Sunday
Device Device device DeviceType True True Segment Predicate values / display values:
UNKNOWN / Other
DESKTOP / Computers
HIGH_END_MOBILE / Mobile devices with full browsers
TABLET / Tablets with full browsers
ExternalCustomerId Customer ID customerID Long True True Attribute The Customer ID.
Impressions Impressions impressions Long True True Metric Count of how often your ad has appeared on a search results page or website on the Google Network.
LocationExtensionSource Location Extension Source locationExtensionSource Source True True Attribute Predicate values / display values:
ADWORDS_FRONTEND / AdWords frontend
LBC_SYNC / lbc sync
Month Month month String True True Segment The first day of the month, formatted as yyyy-MM-dd.
MonthOfYear Month of Year monthOfYear MonthOfYear True True Segment The name of the month of the year, e.g., "December".
Predicate values / display values:
JANUARY / January
FEBRUARY / February
MARCH / March
APRIL / April
MAY / May
JUNE / June
JULY / July
AUGUST / August
SEPTEMBER / September
OCTOBER / October
NOVEMBER / November
DECEMBER / December
NumOfflineImpressions Phone impressions phoneImpressions Long True True Metric
NumOfflineInteractions Phone calls phoneCalls Long True True Metric
OfflineInteractionCost Phone cost phoneCost Money True True Metric
OfflineInteractionRate PTR ptr Double True True Metric
PrimaryCompanyName Company name companyName String True True Attribute
Quarter Quarter quarter String True True Segment The first day of the quarter, formatted as yyyy-MM-dd. Uses the calendar year for quarters, e.g., the second quarter of 2014 starts on 2014-04-01.
Slot Top vs. Other topVsOther Slot True True Segment The position of the Ad.
Predicate values / display values:
SearchRhs / Google search: Side
SearchTop / Google search: Top
SearchOther / Google search: Other
Content / Google Display Network
AfsTop / Search partners: Top
AfsOther / Search partners: Other
Unknown /
Status State state Status True True Attribute The status of the main object in this row. For example, in a Campaign Performance Report this will be the status of each row's Campaign. In an Ad Group Performance Report this will be the status of each row's AdGroup.
Predicate values / display values:
ENABLED / enabled
REMOVED / removed
ValuePerConversion Value / converted click valueConvertedClick Double True True Metric The total value of all conversions divided by the total number of converted clicks.
ViewThroughConversions View-through conv. viewThroughConv Long True True Metric The value, on average, of your total estimated conversions.
Week Week week String True True Segment The date for the Monday of the week, formatted as yyyy-MM-dd.
Year Year year Integer True True Segment The year, formatted as yyyy.

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Ad Group Performance Report

The Ad Group Performance report includes all statistics aggregated by default at the ad group level, one row per ad group. If other segment fields are used, you may get more than one row per ad group. See segmentation for more information.

ReportType: ADGROUP_PERFORMANCE_REPORT
Name Display Name XML Attribute Type Filterable Supports Zero Impressions Behavior Notes
AccountCurrencyCode Currency currency String True True Attribute The currency of the Customer account.
AccountDescriptiveName Account account String True True Attribute The descriptive name of the Customer account.
AccountTimeZoneId Time zone timeZone String True True Attribute Name of the timezone of the Customer account. For example: "(GMT-05:00) Eastern Time".
AdGroupId Ad group ID adGroupID Long True True Attribute The ID of the AdGroup.
AdGroupName Ad group adGroup String True True Attribute The name of the AdGroup.
AdGroupStatus Ad group state adGroupState AdGroupStatus True True Attribute Predicate values / display values:
UNKNOWN / unknown
ENABLED / enabled
PAUSED / paused
REMOVED / removed
AdNetworkType1 Network network AdNetworkType1 True True Segment First level network type.
Predicate values / display values:
SEARCH / Search Network
CONTENT / Display Network
AdNetworkType2 Network (with search partners) networkWithSearchPartners AdNetworkType2 True True Segment Second level network type (includes search partners).
Predicate values / display values:
SEARCH / Google search
SEARCH_PARTNERS / Search partners
CONTENT / Display Network
AdvertiserExperimentSegmentationBin ACE split aCESplit AdvertiserExperimentSegmentationBin True True Segment Predicate values / display values:
OUTSIDE_OF_EXPERIMENT / outside experiment
CONTROL / control
EXPERIMENT / experiment
AssistClicks Assist Clicks assistClicks Long True True Metric The total number of clicks received prior to a conversion (excluding the last click).
AssistImpressions Assist Impr. assistImpr Long True True Metric The total number of triggered impressions that were not clicked in searches preceding a conversion.
AssistImpressionsOverLastClicks Assist Impr. / Last Clicks assistImprLastClicks Double True True Metric The total number of assist impressions triggered divided by the total number of last clicks received.
AverageCpc Avg. CPC avgCPC Money True True Metric The total cost of all clicks divided by the total number of clicks received.
AverageCpm Avg. CPM avgCPM Money True True Metric Average Cost-per-thousand impressions (CPM).
AveragePageviews Pages / visit pagesVisit Double True True Metric
AveragePosition Avg. position avgPosition Double True True Metric Your ad's position relative to those of other advertisers.
AverageTimeOnSite Avg. visit duration (seconds) avgVisitDurationSeconds Double True True Metric
AvgCostForOfflineInteraction Avg. CPP avgCPP Money True True Metric
BidType Conversion optimizer bid type conversionOptimizerBidType BidType True True Attribute The bid type.
Predicate values / display values:
TARGET_CPA / target cpa
BiddingStrategyId Bid Strategy ID bidStrategyID Long True True Attribute The ID of the BiddingStrategyConfiguration.
BiddingStrategyName Bid Strategy Name bidStrategyName String True True Attribute The name of the BiddingStrategyConfiguration.
BiddingStrategyType Bid Strategy Type bidStrategyType BiddingStrategyType True True Attribute The type of the BiddingStrategyConfiguration.
Predicate values / display values:
BUDGET_OPTIMIZER / auto
CONVERSION_OPTIMIZER / max/target cpa
MANUAL_CPC / cpc
MANUAL_CPM / cpm
PAGE_ONE_PROMOTED / Target search page location
TARGET_SPEND / Maximize clicks
ENHANCED_CPC / Enhanced CPC
TARGET_CPA / Target CPA
TARGET_ROAS / Target ROAS
NONE / None
UNKNOWN / unknown
BounceRate Bounce rate bounceRate Double True True Metric Percentage of clicks where the user only visited a single page on your site, formatted as "x.xx%".
CampaignId Campaign ID campaignID Long True True Attribute The ID of the Campaign.
CampaignName Campaign campaign String True True Attribute The name of the Campaign.
CampaignStatus Campaign state campaignState CampaignStatus True True Attribute The status of the Campaign.
Predicate values / display values:
UNKNOWN / unknown
ENABLED / enabled
PAUSED / paused
REMOVED / removed
ClickAssistedConversionValue Click Assisted Conv. Value clickAssistedConvValue Double True True Metric The total value of all conversions for which this keyword, ad, ad group, or campaign triggered assist clicks.
ClickAssistedConversions Click Assisted Conv. clickAssistedConv Long True True Metric The total number of conversions for which this keyword, ad, ad group, or campaign contributed one or more assist clicks.
ClickAssistedConversionsOverLastClickConversions Click Assisted Conv. / Last Click Conv. clickAssistedConvLastClickConv Double True True Metric The total number of conversions for which this keyword, ad, ad group, or campaign received assist clicks divided by the total number of conversions for which it triggered the last click.
ClickSignificance Clicks ACE indicator clicksACEIndicator SignificanceData True True Metric
ClickType Click type clickType ClickType True False Segment The Impressions field will reflect how often the ad was served with that click type available. Since ads can serve with multiple click types displayed, impressions may be double counted and the totals may not be accurate.
Predicate values / display values:
URL_CLICKS / Headline
CALLS / Phone calls
OTHER / Other
PRODUCT_EXTENSION_CLICKS / Product plusbox offer
SITELINKS / Sitelink
PRODUCT_LISTING_AD_CLICKS / Product listing ad
GET_DIRECTIONS / Driving direction
OFFER_PRINTS / Print offer
BREADCRUMBS / Breadcrumbs
CALL_TRACKING / Manually dialed phone calls
MOBILE_CALL_TRACKING / Mobile phone calls
LOCATION_EXPANSION / Get location details
UNKNOWN / unknown
Clicks Clicks clicks Long True True Metric The number of clicks.
ContentBidCriterionTypeGroup Content Network Bid Dimension contentNetworkBidDimension CriterionTypeGroup True True Attribute Predicate values / display values:
KEYWORD / Keyword
USER_INTEREST_AND_LIST / User Interest and List
VERTICAL / Vertical
GENDER / Gender
AGE_RANGE / Age
PLACEMENT / Placement
NONE / None
UNKNOWN / unknown
ContentImpressionShare Content Impr. share contentImprShare Double True True Metric The impressions you’ve received on the Display Network divided by the estimated number of impressions you were eligible to receive. A percentage returned as "xx.xx%", or the special values "< 10%" or "> 90%".
ContentRankLostImpressionShare Content Lost IS (rank) contentLostISRank Double True True Metric The estimated percentage of impressions on the Display Network that your ads didn't receive due to poor Ad Rank. A percentage returned as "xx.xx%", or the special values "< 10%" or "> 90%".
ConversionCategoryName Conversion category conversionCategory String True False Segment Not compatible with non-conversion stats (AverageCpc, Clicks, etc). Prevents zero-conversion rows from being returned. Values: "Other", "View of a key page", "Purchase/Sale", "Signup", "Lead"
ConversionManyPerClickSignificance Conversion ACE indicator conversionACEIndicator SignificanceData True True Metric
ConversionRate Click conversion rate clickConversionRate Double True True Metric The number of converted clicks divided by your total clicks that can be tracked to a conversion. This is how often a click on your ad resulted in a conversion. Percentage returned as "x.xx%".
ConversionRateManyPerClick Conv. rate convRate Double True True Metric The number of conversions divided by total clicks that can be tracked to conversions. Percentage returned as "x.xx%".
ConversionRateManyPerClickSignificance Conversion rate ACE indicator conversionRateACEIndicator SignificanceData False True Metric
ConversionRateSignificance Click conversion rate ACE indicator clickConversionRateACEIndicator SignificanceData False True Metric
ConversionSignificance Converted clicks ACE indicator convertedClicksACEIndicator SignificanceData True True Metric
ConversionTypeName Conversion name conversionName String True False Attribute Not compatible with non-conversion stats (AverageCpc, Clicks, etc). Prevents zero-conversion rows from being returned.
ConversionValue Total conv. value totalConvValue Double True True Metric The sum of conversion values for all conversions.
Conversions Converted clicks convertedClicks Long True True Metric The number of clicks that convert within your chosen conversion window.
ConversionsManyPerClick Conversions conversions Long True True Metric This column reports total conversions, across all the conversion actions you're tracking. How you've chosen to count your conversions (unique or all) affects the number shown in this column.
Cost Cost cost Money True True Metric The sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period. Other costs such as cost-per-call aren't included. For a sum of all costs, use the TotalCost column.
CostPerConversion Cost / converted click costConvertedClick Money True True Metric Cost divided by your total converted clicks.
CostPerConversionManyPerClick Cost / conv. costConv Money True True Metric
CostPerConversionManyPerClickSignificance Cost/conversion ACE indicator costConversionACEIndicator SignificanceData True True Metric
CostPerConversionSignificance Cost/converted click ACE indicator costConvertedClickACEIndicator SignificanceData True True Metric
CostPerEstimatedTotalConversion Cost / est. total conv. costEstTotalConv Double True True Metric
CostSignificance Cost ACE indicator costACEIndicator SignificanceData True True Metric
CpcBid Default max. CPC defaultMaxCPC Money True True Attribute
CpcSignificance CPC ACE indicator cPCACEIndicator SignificanceData True True Metric
CpmBid Max. CPM maxCPM Money True True Attribute
CpmSignificance CPM ACE indicator cPMACEIndicator SignificanceData True True Metric
Ctr CTR ctr Double True True Metric The number of clicks your ad receives (Clicks) divided by the number of times your ad is shown (Impressions). Percentage returned as "x.xx%".
CtrSignificance CTR ACE indicator cTRACEIndicator SignificanceData True True Metric
CustomerDescriptiveName Client name clientName String True True Attribute The descriptive name of the Customer.
Date Day day Date True True Segment The date formatted as yyyy-MM-dd.
DayOfWeek Day of week dayOfWeek DayOfWeek True True Segment The name of the day of the week, e.g., "Monday".
Predicate values / display values:
MONDAY / Monday
TUESDAY / Tuesday
WEDNESDAY / Wednesday
THURSDAY / Thursday
FRIDAY / Friday
SATURDAY / Saturday
SUNDAY / Sunday
Device Device device DeviceType True True Segment Predicate values / display values:
UNKNOWN / Other
DESKTOP / Computers
HIGH_END_MOBILE / Mobile devices with full browsers
TABLET / Tablets with full browsers
EnhancedCpcEnabled Enhanced CPC enabled enhancedCPCEnabled Boolean True True Attribute
EstimatedCrossDeviceConversions Est. cross-device conv. estCrossDeviceConv Long True True Metric Conversions from when a customer clicks on an AdWords ad on one device, then converts on a different device or browser. Cross-device conversions are already included in your EstimatedTotalConversions column.
EstimatedTotalConversionRate Est. total conv. rate estTotalConvRate Double True True Metric EstimatedTotalConversions divided by total clicks that can be conversion-tracked. This is how often a click on your ad resulted in a conversion.
EstimatedTotalConversionValue Est. total conv. value estTotalConvValue Double True True Metric The total value of all of your conversions, including those that are estimated.
EstimatedTotalConversionValuePerClick Est. total conv. value / click estTotalConvValueClick Double True True Metric
EstimatedTotalConversionValuePerCost Est. total conv. value / cost estTotalConvValueCost Double True True Metric
EstimatedTotalConversions Est. total conv. estTotalConv Long True True Metric Best estimate of the total number of conversions that AdWords drives. Includes website, cross-device, and phone call conversions.
ExternalCustomerId Customer ID customerID Long True True Attribute The Customer ID.
HourOfDay Hour of day hourOfDay Integer True False Segment The hour of day as a number between 0 and 23, inclusive.
Id Ad group ID adGroupID Long True True Attribute
ImpressionAssistedConversionValue Impr. Assisted Conv. Value imprAssistedConvValue Double True True Metric
ImpressionAssistedConversions Impr. Assisted Conv. imprAssistedConv Long True True Metric
ImpressionAssistedConversionsOverLastClickConversions Impr. Assisted Conv. / Last Click Conv. imprAssistedConvLastClickConv Double True True Metric
ImpressionSignificance Impressions ACE indicator impressionsACEIndicator SignificanceData True True Metric
Impressions Impressions impressions Long True True Metric Count of how often your ad has appeared on a search results page or website on the Google Network.
LabelIds Label IDs labelIDs List True True Attribute List elements are delimited by the semicolon character (;)
Labels Labels labels List True True Attribute List elements are delimited by the semicolon character (;)
Month Month month String True True Segment The first day of the month, formatted as yyyy-MM-dd.
MonthOfYear Month of Year monthOfYear MonthOfYear True True Segment The name of the month of the year, e.g., "December".
Predicate values / display values:
JANUARY / January
FEBRUARY / February
MARCH / March
APRIL / April
MAY / May
JUNE / June
JULY / July
AUGUST / August
SEPTEMBER / September
OCTOBER / October
NOVEMBER / November
DECEMBER / December
Name Ad group adGroup String True True Attribute The name of the main object in this row. For example, in a Campaign Performance Report this will be the name of each row's Campaign. In an Ad Group Performance Report this will be the name of each row's AdGroup.
NumOfflineImpressions Phone impressions phoneImpressions Long True True Metric
NumOfflineInteractions Phone calls phoneCalls Long True True Metric
OfflineInteractionCost Phone cost phoneCost Money True True Metric
OfflineInteractionRate PTR ptr Double True True Metric
PercentNewVisitors % new visits newVisits Double True True Metric
PositionSignificance Position ACE indicator positionACEIndicator SignificanceData True True Metric
PrimaryCompanyName Company name companyName String True True Attribute
Quarter Quarter quarter String True True Segment The first day of the quarter, formatted as yyyy-MM-dd. Uses the calendar year for quarters, e.g., the second quarter of 2014 starts on 2014-04-01.
RelativeCtr Relative CTR relativeCTR Double True True Metric Your clickthrough rate (Ctr) divided by the average clickthrough rate of all advertisers on the websites that show your ads. Measures how your ads perform on Display Network sites compared to other ads on the same sites.
SearchExactMatchImpressionShare Search Exact match IS searchExactMatchIS Double True True Metric The impressions you've received divided by the estimated number of impressions you were eligible to receive on the Search Network for search terms that matched your keywords exactly (or were close variants of your keyword). A percentage returned as "xx.xx%", or the special values "< 10%" or "> 90%". Not compatible with the field ClickType.
SearchImpressionShare Search Impr. share searchImprShare Double True True Metric The impressions you’ve received on the Search Network divided by the estimated number of impressions you were eligible to receive. A percentage returned as "xx.xx%", or the special values "< 10%" or "> 90%". Not compatible with the fields ClickType and HourOfDay on any report. Not compatible with the field Device on the Product Partition Report.
SearchRankLostImpressionShare Search Lost IS (rank) searchLostISRank Double True True Metric The estimated percentage of impressions on the Search Network that your ads didn't receive due to poor Ad Rank. A percentage returned as "xx.xx%", or the special values "< 10%" or "> 90%". Not compatible with the field ClickType.
Slot Top vs. Other topVsOther Slot True True Segment The position of the Ad.
Predicate values / display values:
SearchRhs / Google search: Side
SearchTop / Google search: Top
SearchOther / Google search: Other
Content / Google Display Network
AfsTop / Search partners: Top
AfsOther / Search partners: Other
Unknown /
Status Ad group state adGroupState AdGroupStatus True True Attribute The status of the main object in this row. For example, in a Campaign Performance Report this will be the status of each row's Campaign. In an Ad Group Performance Report this will be the status of each row's AdGroup.
Predicate values / display values:
UNKNOWN / unknown
ENABLED / enabled
PAUSED / paused
REMOVED / removed
TargetCpa Max. CPA (converted clicks) maxCPAConvertedClicks Money True True Attribute
TotalCost Total cost totalCost Money True True Metric The total aggregated cost, which includes total click costs and any other costs, such as phone cost.
TrackingUrlTemplate Tracking template trackingTemplate String True True Attribute
UrlCustomParameters Custom parameter customParameter CustomParameters False True Attribute
ValuePerConversion Value / converted click valueConvertedClick Double True True Metric The total value of all conversions divided by the total number of converted clicks.
ValuePerConversionManyPerClick Value / conv. valueConv Double True True Metric The total value of all conversions divided by the total number of conversions.
ValuePerEstimatedTotalConversion Value / est. total conv. valueEstTotalConv Double True True Metric The value, on average, of your total estimated conversions.
ViewThroughConversions View-through conv. viewThroughConv Long True True Metric The value, on average, of your total estimated conversions.
ViewThroughConversionsSignificance View-through conv. ACE indicator viewThroughConvACEIndicator SignificanceData False True Metric
Week Week week String True True Segment The date for the Monday of the week, formatted as yyyy-MM-dd.
Year Year year Integer True True Segment The year, formatted as yyyy.

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Ad Group Reach Frequency Report

The Ad Group Reach Frequency report includes all stats aggregated at the ad group level, one row per ad group. This report can also be segmented by date and frequency using ReachFrequencyDate and ReachFrequency respectively. See segmentation for more information. Visit this help center page to learn more about measuring reach and frequency.

ReportType: ADGROUP_REACH_FREQUENCY_REPORT

Note: This report is deprecated and only available in v201406 or earlier.

Name Display Name XML Attribute Type Filterable Supports Zero Impressions Behavior Notes
AccountCurrencyCode Currency currency String True False Attribute
AccountDescriptiveName Account account String True False Attribute
AccountTimeZoneId Time zone timeZone String True False Attribute Name of the timezone. For example: "(GMT-05:00) Eastern Time".
AdGroupId Ad group ID adGroupID Long True False Attribute
AdGroupName Ad group adGroup String True False Attribute
AdGroupStatus Ad group state adGroupState AdGroupStatus True False Attribute Predicate values / display values:
UNKNOWN / unknown
ENABLED / enabled
PAUSED / paused
REMOVED / removed
CampaignId Campaign ID campaignID Long True False Attribute
CampaignName Campaign campaign String True False Attribute
CampaignStatus Campaign state campaignState CampaignStatus True False Attribute Predicate values / display values:
UNKNOWN / unknown
ENABLED / enabled
PAUSED / paused
REMOVED / removed
CustomerDescriptiveName Client name clientName String True False Attribute
ExternalCustomerId Customer ID customerID Long True False Attribute
PrimaryCompanyName Company name companyName String True False Attribute
ReachFrequency Frequency frequency Integer True False Attribute
ReachFrequencyClicks Clicks clicks Double True False Metric
ReachFrequencyConv Conv. conv Double True False Metric
ReachFrequencyConvRate Conv. rate convRate Double True False Metric
ReachFrequencyCtr CTR ctr Double True False Metric
ReachFrequencyDate Day day Date True False Segment
UniqueUserCountAsLong Unique Users uniqueUsers Long True False Metric

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Age Range Performance Report

The Age Range Performance report includes all display network statistics aggregated by age range. It also includes automatic audience performance. If other segment fields are used, you may get more than one row per age range. See segmentation for more information. This is a multiple attribution report.

ReportType: AGE_RANGE_PERFORMANCE_REPORT
Name Display Name XML Attribute Type Filterable Supports Zero Impressions Behavior Notes
AccountCurrencyCode Currency currency String True True Attribute The currency of the Customer account.
AccountDescriptiveName Account account String True True Attribute The descriptive name of the Customer account.
AccountTimeZoneId Time zone timeZone String True True Attribute Name of the timezone of the Customer account. For example: "(GMT-05:00) Eastern Time".
AdGroupId Ad group ID adGroupID Long True True Attribute The ID of the AdGroup.
AdGroupName Ad group adGroup String True True Attribute The name of the AdGroup.
AdGroupStatus Ad group state adGroupState AdGroupStatus True True Attribute Predicate values / display values:
UNKNOWN / unknown
ENABLED / enabled
PAUSED / paused
REMOVED / removed
AdNetworkType1 Network network AdNetworkType1 True True Segment First level network type.
Predicate values / display values:
SEARCH / Search Network
CONTENT / Display Network
AdNetworkType2 Network (with search partners) networkWithSearchPartners AdNetworkType2 True True Segment Second level network type (includes search partners).
Predicate values / display values:
SEARCH / Google search
SEARCH_PARTNERS / Search partners
CONTENT / Display Network
AverageCpc Avg. CPC avgCPC Money True True Metric The total cost of all clicks divided by the total number of clicks received.
AverageCpm Avg. CPM avgCPM Money True True Metric Average Cost-per-thousand impressions (CPM).
BidModifier Bid adj. bidAdj Double True True Attribute The bid modifier. To filter by this field, use values greater than 0 and less than or equal to 1. Percentage returned as "x.xx%".
BidType Conversion optimizer bid type conversionOptimizerBidType BidType True True Attribute The bid type.
Predicate values / display values:
TARGET_CPA / target cpa
CampaignId Campaign ID campaignID Long True True Attribute The ID of the Campaign.
CampaignName Campaign campaign String True True Attribute The name of the Campaign.
CampaignStatus Campaign state campaignState CampaignStatus True True Attribute The status of the Campaign.
Predicate values / display values:
UNKNOWN / unknown
ENABLED / enabled
PAUSED / paused
REMOVED / removed
ClickType Click type clickType ClickType True False Segment The Impressions field will reflect how often the ad was served with that click type available. Since ads can serve with multiple click types displayed, impressions may be double counted and the totals may not be accurate.
Predicate values / display values:
URL_CLICKS / Headline
CALLS / Phone calls
OTHER / Other
PRODUCT_EXTENSION_CLICKS / Product plusbox offer
SITELINKS / Sitelink
PRODUCT_LISTING_AD_CLICKS / Product listing ad
GET_DIRECTIONS / Driving direction
OFFER_PRINTS / Print offer
BREADCRUMBS / Breadcrumbs
CALL_TRACKING / Manually dialed phone calls
MOBILE_CALL_TRACKING / Mobile phone calls
LOCATION_EXPANSION / Get location details
UNKNOWN / unknown
Clicks Clicks clicks Long True True Metric The number of clicks.
ConversionCategoryName Conversion category conversionCategory String True False Segment Not compatible with non-conversion stats (AverageCpc, Clicks, etc). Prevents zero-conversion rows from being returned. Values: "Other", "View of a key page", "Purchase/Sale", "Signup", "Lead"
ConversionRate Click conversion rate clickConversionRate Double True True Metric The number of converted clicks divided by your total clicks that can be tracked to a conversion. This is how often a click on your ad resulted in a conversion. Percentage returned as "x.xx%".
ConversionRateManyPerClick Conv. rate convRate Double True True Metric The number of conversions divided by total clicks that can be tracked to conversions. Percentage returned as "x.xx%".
ConversionTypeName Conversion name conversionName String True False Attribute Not compatible with non-conversion stats (AverageCpc, Clicks, etc). Prevents zero-conversion rows from being returned.
ConversionValue Total conv. value totalConvValue Double True True Metric The sum of conversion values for all conversions.
Conversions Converted clicks convertedClicks Long True True Metric The number of clicks that convert within your chosen conversion window.
ConversionsManyPerClick Conversions conversions Long True True Metric This column reports total conversions, across all the conversion actions you're tracking. How you've chosen to count your conversions (unique or all) affects the number shown in this column.
Cost Cost cost Money True True Metric The sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period. Other costs such as cost-per-call aren't included. For a sum of all costs, use the TotalCost column.
CostPerConversion Cost / converted click costConvertedClick Money True True Metric Cost divided by your total converted clicks.
CostPerConversionManyPerClick Cost / conv. costConv Money True True Metric
CpcBid Max. CPC maxCPC Money True True Attribute
CpcBidSource Max CPC source maxCPCSource BidSource True True Attribute Predicate values / display values:
ADGROUP / ad groups
CRITERION / ad group criteria
CpmBid Max. CPM maxCPM Money True True Attribute
CpmBidSource Max CPM Source maxCPMSource BidSource True True Attribute Predicate values / display values:
ADGROUP / ad groups
CRITERION / ad group criteria
Criteria Age Range ageRange String True True Attribute Descriptive string for the Criterion.
CriteriaDestinationUrl Destination URL destinationURL String True True Attribute In the Destination URL report, this field behaves as a segment.
Ctr CTR ctr Double True True Metric The number of clicks your ad receives (Clicks) divided by the number of times your ad is shown (Impressions). Percentage returned as "x.xx%".
CustomerDescriptiveName Client name clientName String True True Attribute The descriptive name of the Customer.
Date Day day Date True True Segment The date formatted as yyyy-MM-dd.
DayOfWeek Day of week dayOfWeek DayOfWeek True True Segment The name of the day of the week, e.g., "Monday".
Predicate values / display values:
MONDAY / Monday
TUESDAY / Tuesday
WEDNESDAY / Wednesday
THURSDAY / Thursday
FRIDAY / Friday
SATURDAY / Saturday
SUNDAY / Sunday
DestinationUrl Destination URL destinationURL String True True Attribute
Device Device device DeviceType True True Segment Predicate values / display values:
UNKNOWN / Other
DESKTOP / Computers
HIGH_END_MOBILE / Mobile devices with full browsers
TABLET / Tablets with full browsers
ExternalCustomerId Customer ID customerID Long True True Attribute The Customer ID.
Id Criterion ID criterionID Long True True Attribute
Impressions Impressions impressions Long True True Metric Count of how often your ad has appeared on a search results page or website on the Google Network.
IsNegative Is negative isNegative Boolean True True Attribute
IsRestrict Is restricting isRestricting Boolean True True Attribute A value of 'true' indicates that the criterion type is used for bidding and restricting targeting. A value of 'false' indicates that the criterion type is used only for bidding. This will have the opposite value from that of targetAll for the criteria's corresponding AdGroup.TargetingSettingDetail. For example, if the TargetingSettingDetail for criterionTypeGroup = PLACEMENT has targetAll = true, then the IsRestrict field will be false for Placement criteria.
Month Month month String True True Segment The first day of the month, formatted as yyyy-MM-dd.
MonthOfYear Month of Year monthOfYear MonthOfYear True True Segment The name of the month of the year, e.g., "December".
Predicate values / display values:
JANUARY / January
FEBRUARY / February
MARCH / March
APRIL / April
MAY / May
JUNE / June
JULY / July
AUGUST / August
SEPTEMBER / September
OCTOBER / October
NOVEMBER / November
DECEMBER / December
PrimaryCompanyName Company name companyName String True True Attribute
Quarter Quarter quarter String True True Segment The first day of the quarter, formatted as yyyy-MM-dd. Uses the calendar year for quarters, e.g., the second quarter of 2014 starts on 2014-04-01.
Status Age Range state ageRangeState UserStatus True True Attribute The status of the main object in this row. For example, in a Campaign Performance Report this will be the status of each row's Campaign. In an Ad Group Performance Report this will be the status of each row's AdGroup.
Predicate values / display values:
ENABLED / enabled
REMOVED / removed
PAUSED / paused
ValuePerConversion Value / converted click valueConvertedClick Double True True Metric The total value of all conversions divided by the total number of converted clicks.
ValuePerConversionManyPerClick Value / conv. valueConv Double True True Metric The total value of all conversions divided by the total number of conversions.
ViewThroughConversions View-through conv. viewThroughConv Long True True Metric The value, on average, of your total estimated conversions.
Week Week week String True True Segment The date for the Monday of the week, formatted as yyyy-MM-dd.
Year Year year Integer True True Segment The year, formatted as yyyy.

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Audience Performance Report

The Audience Performance report includes performance data from interests and remarketing lists for display ads, and remarketing lists for search ads (RLSA), aggregated at the audience level—one row per audience. If other segment fields are used, you may get more than one row per topic. See segmentation for more information. This is a multiple attribution report.

ReportType: AUDIENCE_PERFORMANCE_REPORT
Name Display Name XML Attribute Type Filterable Supports Zero Impressions Behavior Notes
AccountCurrencyCode Currency currency String True True Attribute The currency of the Customer account.
AccountDescriptiveName Account account String True True Attribute The descriptive name of the Customer account.
AccountTimeZoneId Time zone timeZone String True True Attribute Name of the timezone of the Customer account. For example: "(GMT-05:00) Eastern Time".
AdGroupId Ad group ID adGroupID Long True True Attribute The ID of the AdGroup.
AdGroupName Ad group adGroup String True True Attribute The name of the AdGroup.
AdGroupStatus Ad group state adGroupState AdGroupStatus True True Attribute Predicate values / display values:
UNKNOWN / unknown
ENABLED / enabled
PAUSED / paused
REMOVED / removed
AdNetworkType1 Network network AdNetworkType1 True True Segment First level network type.
Predicate values / display values:
SEARCH / Search Network
CONTENT / Display Network
AdNetworkType2 Network (with search partners) networkWithSearchPartners AdNetworkType2 True True Segment Second level network type (includes search partners).
Predicate values / display values:
SEARCH / Google search
SEARCH_PARTNERS / Search partners
CONTENT / Display Network
AverageCpc Avg. CPC avgCPC Money True True Metric The total cost of all clicks divided by the total number of clicks received.
AverageCpm Avg. CPM avgCPM Money True True Metric Average Cost-per-thousand impressions (CPM).
AveragePosition Avg. position avgPosition Double True True Metric Your ad's position relative to those of other advertisers.
BidModifier Bid adj. bidAdj Double True True Attribute The bid modifier. To filter by this field, use values greater than 0 and less than or equal to 1. Percentage returned as "x.xx%".
BidType Conversion optimizer bid type conversionOptimizerBidType BidType True True Attribute The bid type.
Predicate values / display values:
TARGET_CPA / target cpa
CampaignId Campaign ID campaignID Long True True Attribute The ID of the Campaign.
CampaignName Campaign campaign String True True Attribute The name of the Campaign.
CampaignStatus Campaign state campaignState CampaignStatus True True Attribute The status of the Campaign.
Predicate values / display values:
UNKNOWN / unknown
ENABLED / enabled
PAUSED / paused
REMOVED / removed
ClickType Click type clickType ClickType True False Segment The Impressions field will reflect how often the ad was served with that click type available. Since ads can serve with multiple click types displayed, impressions may be double counted and the totals may not be accurate.
Predicate values / display values:
URL_CLICKS / Headline
CALLS / Phone calls
OTHER / Other
PRODUCT_EXTENSION_CLICKS / Product plusbox offer
SITELINKS / Sitelink
PRODUCT_LISTING_AD_CLICKS / Product listing ad
GET_DIRECTIONS / Driving direction
OFFER_PRINTS / Print offer
BREADCRUMBS / Breadcrumbs
CALL_TRACKING / Manually dialed phone calls
MOBILE_CALL_TRACKING / Mobile phone calls
LOCATION_EXPANSION / Get location details
UNKNOWN / unknown
Clicks Clicks clicks Long True True Metric The number of clicks.
ConversionCategoryName Conversion category conversionCategory String True False Segment Not compatible with non-conversion stats (AverageCpc, Clicks, etc). Prevents zero-conversion rows from being returned. Values: "Other", "View of a key page", "Purchase/Sale", "Signup", "Lead"
ConversionRate Click conversion rate clickConversionRate Double True True Metric The number of converted clicks divided by your total clicks that can be tracked to a conversion. This is how often a click on your ad resulted in a conversion. Percentage returned as "x.xx%".
ConversionRateManyPerClick Conv. rate convRate Double True True Metric The number of conversions divided by total clicks that can be tracked to conversions. Percentage returned as "x.xx%".
ConversionTypeName Conversion name conversionName String True False Attribute Not compatible with non-conversion stats (AverageCpc, Clicks, etc). Prevents zero-conversion rows from being returned.
ConversionValue Total conv. value totalConvValue Double True True Metric The sum of conversion values for all conversions.
Conversions Converted clicks convertedClicks Long True True Metric The number of clicks that convert within your chosen conversion window.
ConversionsManyPerClick Conversions conversions Long True True Metric This column reports total conversions, across all the conversion actions you're tracking. How you've chosen to count your conversions (unique or all) affects the number shown in this column.
Cost Cost cost Money True True Metric The sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period. Other costs such as cost-per-call aren't included. For a sum of all costs, use the TotalCost column.
CostPerConversion Cost / converted click costConvertedClick Money True True Metric Cost divided by your total converted clicks.
CostPerConversionManyPerClick Cost / conv. costConv Money True True Metric
CpcBid Max. CPC maxCPC Money True True Attribute
CpcBidSource Max CPC source maxCPCSource BidSource True True Attribute Predicate values / display values:
ADGROUP / ad groups
CRITERION / ad group criteria
CpmBid Max. CPM maxCPM Money True True Attribute
CpmBidSource Max CPM Source maxCPMSource BidSource True True Attribute Predicate values / display values:
ADGROUP / ad groups
CRITERION / ad group criteria
Criteria Audience audience String True True Attribute Descriptive string for the Criterion.
CriteriaDestinationUrl Destination URL destinationURL String True True Attribute In the Destination URL report, this field behaves as a segment.
Ctr CTR ctr Double True True Metric The number of clicks your ad receives (Clicks) divided by the number of times your ad is shown (Impressions). Percentage returned as "x.xx%".
CustomerDescriptiveName Client name clientName String True True Attribute The descriptive name of the Customer.
Date Day day Date True True Segment The date formatted as yyyy-MM-dd.
DayOfWeek Day of week dayOfWeek DayOfWeek True True Segment The name of the day of the week, e.g., "Monday".
Predicate values / display values:
MONDAY / Monday
TUESDAY / Tuesday
WEDNESDAY / Wednesday
THURSDAY / Thursday
FRIDAY / Friday
SATURDAY / Saturday
SUNDAY / Sunday
DestinationUrl Destination URL destinationURL String True True Attribute
Device Device device DeviceType True True Segment Predicate values / display values:
UNKNOWN / Other
DESKTOP / Computers
HIGH_END_MOBILE / Mobile devices with full browsers
TABLET / Tablets with full browsers
ExternalCustomerId Customer ID customerID Long True True Attribute The Customer ID.
Id Criterion ID criterionID Long True True Attribute
Impressions Impressions impressions Long True True Metric Count of how often your ad has appeared on a search results page or website on the Google Network.
IsNegative Is negative isNegative Boolean True True Attribute
IsRestrict Is restricting isRestricting Boolean True True Attribute A value of 'true' indicates that the criterion type is used for bidding and restricting targeting. A value of 'false' indicates that the criterion type is used only for bidding. This will have the opposite value from that of targetAll for the criteria's corresponding AdGroup.TargetingSettingDetail. For example, if the TargetingSettingDetail for criterionTypeGroup = PLACEMENT has targetAll = true, then the IsRestrict field will be false for Placement criteria.
Month Month month String True True Segment The first day of the month, formatted as yyyy-MM-dd.
MonthOfYear Month of Year monthOfYear MonthOfYear True True Segment The name of the month of the year, e.g., "December".
Predicate values / display values:
JANUARY / January
FEBRUARY / February
MARCH / March
APRIL / April
MAY / May
JUNE / June
JULY / July
AUGUST / August
SEPTEMBER / September
OCTOBER / October
NOVEMBER / November
DECEMBER / December
PrimaryCompanyName Company name companyName String True True Attribute
Quarter Quarter quarter String True True Segment The first day of the quarter, formatted as yyyy-MM-dd. Uses the calendar year for quarters, e.g., the second quarter of 2014 starts on 2014-04-01.
Slot Top vs. Other topVsOther Slot True True Segment The position of the Ad.
Predicate values / display values:
SearchRhs / Google search: Side
SearchTop / Google search: Top
SearchOther / Google search: Other
Content / Google Display Network
AfsTop / Search partners: Top
AfsOther / Search partners: Other
Unknown /
Status Audience state audienceState UserStatus True True Attribute The status of the main object in this row. For example, in a Campaign Performance Report this will be the status of each row's Campaign. In an Ad Group Performance Report this will be the status of each row's AdGroup.
Predicate values / display values:
ENABLED / enabled
REMOVED / removed
PAUSED / paused
ValuePerConversion Value / converted click valueConvertedClick Double True True Metric The total value of all conversions divided by the total number of converted clicks.
ValuePerConversionManyPerClick Value / conv. valueConv Double True True Metric The total value of all conversions divided by the total number of conversions.
ViewThroughConversions View-through conv. viewThroughConv Long True True Metric The value, on average, of your total estimated conversions.
Week Week week String True True Segment The date for the Monday of the week, formatted as yyyy-MM-dd.
Year Year year Integer True True Segment The year, formatted as yyyy.

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Automatic Placements Performance Report

The Automatic Placements Performance report includes all statistics aggregated at the placement level, one row per placement. If other segment fields are used, you may get more than one row per placement. See segmentation for more information. This is a single attribution report.

ReportType: AUTOMATIC_PLACEMENTS_PERFORMANCE_REPORT
Name Display Name XML Attribute Type Filterable Supports Zero Impressions Behavior Notes
AccountCurrencyCode Currency currency String True False Attribute The currency of the Customer account.
AccountDescriptiveName Account account String True False Attribute The descriptive name of the Customer account.
AccountTimeZoneId Time zone timeZone String True False Attribute Name of the timezone of the Customer account. For example: "(GMT-05:00) Eastern Time".
AdFormat Ad type adType AdFormat True False Segment Predicate values / display values:
UNKNOWN / unknown
TEXT / text
IMAGE / image
DYNAMIC_IMAGE / dynamic_image
FLASH / flash
VIDEO / video
HTML / html
AUDIO / audio
COMPOSITE / composite
PRINT / print
AdGroupId Ad group ID adGroupID Long True False Attribute The ID of the AdGroup.
AdGroupName Ad group adGroup String True False Attribute The name of the AdGroup.
AdGroupStatus Ad group state adGroupState AdGroupStatus True False Attribute Predicate values / display values:
UNKNOWN / unknown
ENABLED / enabled
PAUSED / paused
REMOVED / removed
AdNetworkType1 Network network AdNetworkType1 True False Segment First level network type.
Predicate values / display values:
SEARCH / Search Network
CONTENT / Display Network
AdNetworkType2 Network (with search partners) networkWithSearchPartners AdNetworkType2 True False Segment Second level network type (includes search partners).
Predicate values / display values:
SEARCH / Google search
SEARCH_PARTNERS / Search partners
CONTENT / Display Network
AverageCpc Avg. CPC avgCPC Money True False Metric The total cost of all clicks divided by the total number of clicks received.
AverageCpm Avg. CPM avgCPM Money True False Metric Average Cost-per-thousand impressions (CPM).
CampaignId Campaign ID campaignID Long True False Attribute The ID of the Campaign.
CampaignName Campaign campaign String True False Attribute The name of the Campaign.
CampaignStatus Campaign state campaignState CampaignStatus True False Attribute The status of the Campaign.
Predicate values / display values:
UNKNOWN / unknown
ENABLED / enabled
PAUSED / paused
REMOVED / removed
Clicks Clicks clicks Long True False Metric The number of clicks.
ConversionCategoryName Conversion category conversionCategory String True False Segment Not compatible with non-conversion stats (AverageCpc, Clicks, etc). Prevents zero-conversion rows from being returned. Values: "Other", "View of a key page", "Purchase/Sale", "Signup", "Lead"
ConversionRate Click conversion rate clickConversionRate Double True False Metric The number of converted clicks divided by your total clicks that can be tracked to a conversion. This is how often a click on your ad resulted in a conversion. Percentage returned as "x.xx%".
ConversionRateManyPerClick Conv. rate convRate Double True False Metric The number of conversions divided by total clicks that can be tracked to conversions. Percentage returned as "x.xx%".
ConversionTypeName Conversion name conversionName String True False Attribute Not compatible with non-conversion stats (AverageCpc, Clicks, etc). Prevents zero-conversion rows from being returned.
ConversionValue Total conv. value totalConvValue Double True False Metric The sum of conversion values for all conversions.
Conversions Converted clicks convertedClicks Long True False Metric The number of clicks that convert within your chosen conversion window.
ConversionsManyPerClick Conversions conversions Long True False Metric This column reports total conversions, across all the conversion actions you're tracking. How you've chosen to count your conversions (unique or all) affects the number shown in this column.
Cost Cost cost Money True False Metric The sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period. Other costs such as cost-per-call aren't included. For a sum of all costs, use the TotalCost column.
CostPerConversion Cost / converted click costConvertedClick Money True False Metric Cost divided by your total converted clicks.
CostPerConversionManyPerClick Cost / conv. costConv Money True False Metric
CriteriaParameters URL url String True False Attribute In the Destination URL report, this field behaves as a segment.
Ctr CTR ctr Double True False Metric The number of clicks your ad receives (Clicks) divided by the number of times your ad is shown (Impressions). Percentage returned as "x.xx%".
CustomerDescriptiveName Client name clientName String True False Attribute The descriptive name of the Customer.
Date Day day Date True False Segment The date formatted as yyyy-MM-dd.
DayOfWeek Day of week dayOfWeek DayOfWeek True False Segment The name of the day of the week, e.g., "Monday".
Predicate values / display values:
MONDAY / Monday
TUESDAY / Tuesday
WEDNESDAY / Wednesday
THURSDAY / Thursday
FRIDAY / Friday
SATURDAY / Saturday
SUNDAY / Sunday
DisplayName Criteria Display Name criteriaDisplayName String False False Attribute
Domain Domain domain String True False Attribute
ExternalCustomerId Customer ID customerID Long True False Attribute The Customer ID.
Impressions Impressions impressions Long True False Metric Count of how often your ad has appeared on a search results page or website on the Google Network.
IsAutoOptimized Targeting Mode targetingMode boolean True False Segment
IsBidOnPath Added added boolean False False Attribute
IsPathExcluded Excluded excluded boolean False False Attribute
Month Month month String True False Segment The first day of the month, formatted as yyyy-MM-dd.
MonthOfYear Month of Year monthOfYear MonthOfYear True False Segment The name of the month of the year, e.g., "December".
Predicate values / display values:
JANUARY / January
FEBRUARY / February
MARCH / March
APRIL / April
MAY / May
JUNE / June
JULY / July
AUGUST / August
SEPTEMBER / September
OCTOBER / October
NOVEMBER / November
DECEMBER / December
PrimaryCompanyName Company name companyName String True False Attribute
Quarter Quarter quarter String True False Segment The first day of the quarter, formatted as yyyy-MM-dd. Uses the calendar year for quarters, e.g., the second quarter of 2014 starts on 2014-04-01.
ValuePerConversion Value / converted click valueConvertedClick Double True False Metric The total value of all conversions divided by the total number of converted clicks.
ValuePerConversionManyPerClick Value / conv. valueConv Double True False Metric The total value of all conversions divided by the total number of conversions.
ViewThroughConversions View-through conv. viewThroughConv Long True False Metric The value, on average, of your total estimated conversions.
Week Week week String True False Segment The date for the Monday of the week, formatted as yyyy-MM-dd.
Year Year year Integer True False Segment The year, formatted as yyyy.

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Bid Goal Performance Report

The Bid Goal Performance report includes statistics for your shared bid strategies. Non-shared strategies will not appear in this report's output.

ReportType: BID_GOAL_PERFORMANCE_REPORT
Name Display Name XML Attribute Type Filterable Supports Zero Impressions Behavior Notes
AdGroupCount Ad Groups adGroups Integer False True Metric The count of AdGroup objects using the bidding strategy.
AdGroupCriteriaCount Keywords keywords Integer True True Metric The count of AdGroupCriterion objects using the bidding strategy.
AverageCpc Avg. CPC avgCPC Money True True Metric The total cost of all clicks divided by the total number of clicks received.
AverageCpm Avg. CPM avgCPM Money True True Metric Average Cost-per-thousand impressions (CPM).
AveragePosition Avg. position avgPosition Double True True Metric Your ad's position relative to those of other advertisers.
CampaignCount Campaigns campaigns Integer False True Metric The count of Campaign objects using the bidding strategy.
Clicks Clicks clicks Long True True Metric The number of clicks.
ConversionRate Click conversion rate clickConversionRate Double True True Metric The number of converted clicks divided by your total clicks that can be tracked to a conversion. This is how often a click on your ad resulted in a conversion. Percentage returned as "x.xx%".
ConversionRateManyPerClick Conv. rate convRate Double True True Metric The number of conversions divided by total clicks that can be tracked to conversions. Percentage returned as "x.xx%".
ConversionValue Total conv. value totalConvValue Double True True Metric The sum of conversion values for all conversions.
Conversions Converted clicks convertedClicks Long True True Metric The number of clicks that convert within your chosen conversion window.
ConversionsManyPerClick Conversions conversions Long True True Metric This column reports total conversions, across all the conversion actions you're tracking. How you've chosen to count your conversions (unique or all) affects the number shown in this column.
Cost Cost cost Money True True Metric The sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period. Other costs such as cost-per-call aren't included. For a sum of all costs, use the TotalCost column.
CostPerConversion Cost / converted click costConvertedClick Money True True Metric Cost divided by your total converted clicks.
CostPerConversionManyPerClick Cost / conv. costConv Money True True Metric
Ctr CTR ctr Double True True Metric The number of clicks your ad receives (Clicks) divided by the number of times your ad is shown (Impressions). Percentage returned as "x.xx%".
Date Day day Date True True Segment The date formatted as yyyy-MM-dd.
DayOfWeek Day of week dayOfWeek DayOfWeek True True Segment The name of the day of the week, e.g., "Monday".
Predicate values / display values:
MONDAY / Monday
TUESDAY / Tuesday
WEDNESDAY / Wednesday
THURSDAY / Thursday
FRIDAY / Friday
SATURDAY / Saturday
SUNDAY / Sunday
Device Device device DeviceType True True Segment Predicate values / display values:
UNKNOWN / Other
DESKTOP / Computers
HIGH_END_MOBILE / Mobile devices with full browsers
TABLET / Tablets with full browsers
HourOfDay Hour of day hourOfDay Integer True False Segment The hour of day as a number between 0 and 23, inclusive.
Id Bid Strategy ID bidStrategyID Long True True Attribute
Impressions Impressions impressions Long True True Metric Count of how often your ad has appeared on a search results page or website on the Google Network.
Month Month month String True True Segment The first day of the month, formatted as yyyy-MM-dd.
MonthOfYear Month of Year monthOfYear MonthOfYear True True Segment The name of the month of the year, e.g., "December".
Predicate values / display values:
JANUARY / January
FEBRUARY / February
MARCH / March
APRIL / April
MAY / May
JUNE / June
JULY / July
AUGUST / August
SEPTEMBER / September
OCTOBER / October
NOVEMBER / November
DECEMBER / December
Name Bid Strategy Name bidStrategyName String True True Attribute The name of the main object in this row. For example, in a Campaign Performance Report this will be the name of each row's Campaign. In an Ad Group Performance Report this will be the name of each row's AdGroup.
NonRemovedAdGroupCount Non-Removed Ad Groups nonRemovedAdGroups Integer False True Metric
NonRemovedAdGroupCriteriaCount Non-Removed Keywords nonRemovedKeywords Integer False True Metric
NonRemovedCampaignCount Non-Removed Campaigns nonRemovedCampaigns Integer False True Metric
PageOnePromotedBidCeiling Bid limit (Target search page location) bidLimitTargetSearchPageLocation Money True True Attribute
PageOnePromotedBidChangesForRaisesOnly Bid automation (Target search page location) bidAutomationTargetSearchPageLocation Boolean False True Attribute
PageOnePromotedBidModifier Bid adjustment (Target search page location) bidAdjustmentTargetSearchPageLocation Double False True Attribute
PageOnePromotedRaiseBidWhenBudgetConstained Limited budgets (Target search page location) limitedBudgetsTargetSearchPageLocation Boolean False True Attribute
PageOnePromotedRaiseBidWhenBudgetConstrained Limited budgets (Target search page location) limitedBudgetsTargetSearchPageLocation Boolean True True Attribute
PageOnePromotedRaiseBidWhenLowQualityScore Low quality keywords (Target search page location) lowQualityKeywordsTargetSearchPageLocation Boolean True True Attribute
PageOnePromotedStrategyGoal Location (Target search page location) locationTargetSearchPageLocation StrategyGoal False True Attribute
Quarter Quarter quarter String True True Segment The first day of the quarter, formatted as yyyy-MM-dd. Uses the calendar year for quarters, e.g., the second quarter of 2014 starts on 2014-04-01.
Status State state BiddingStrategyStatus True True Attribute The status of the main object in this row. For example, in a Campaign Performance Report this will be the status of each row's Campaign. In an Ad Group Performance Report this will be the status of each row's AdGroup.
Predicate values / display values:
ENABLED / Enabled
REMOVED / Removed
UNKNOWN / unknown
TargetCpa Target CPA targetCPA Money False True Attribute
TargetCpaMaxCpcBidCeiling Upper Bid limit (Target CPA) upperBidLimitTargetCPA Money True True Attribute
TargetCpaMaxCpcBidFloor Lower Bid limit (Target CPA) lowerBidLimitTargetCPA Money True True Attribute
TargetRoas Target ROAS targetROAS Double False True Attribute The desired revenue (based on conversion data) per unit of spend for the TargetRoas BiddingStrategyConfiguration.
TargetRoasBidCeiling Upper Bid limit (Target ROAS) upperBidLimitTargetROAS Money True True Attribute Maximum bid limit that applies to all keywords managed by the TargetRoas BiddingStrategyConfiguration.
TargetRoasBidFloor Lower Bid limit (Target ROAS) lowerBidLimitTargetROAS Money True True Attribute Minimum bid limit that applies to all keywords managed by the TargetRoas BiddingStrategyConfiguration.
TargetSpendBidCeiling Bid limit (Maximize clicks) bidLimitMaximizeClicks Money True True Attribute The largest max CPC bid that can be set by the TargetSpend BiddingStrategyConfiguration.
TargetSpendSpendTarget Target spend (Maximize clicks) targetSpendMaximizeClicks Money True True Attribute The spend target under which to maximize clicks. Specified by the TargetSpend BiddingStrategyConfiguration.
Type Bid Strategy Type bidStrategyType BiddingStrategyType True True Attribute The type of the main object in this row. For example, in a Bid Goal Performance Report this will be the type of the BiddingStrategyConfiguration. In a Shared Set Report this will be the type of the SharedSet.
Predicate values / display values:
BUDGET_OPTIMIZER / auto
CONVERSION_OPTIMIZER / max/target cpa
MANUAL_CPC / cpc
MANUAL_CPM / cpm
PAGE_ONE_PROMOTED / Target search page location
TARGET_SPEND / Maximize clicks
ENHANCED_CPC / Enhanced CPC
TARGET_CPA / Target CPA
TARGET_ROAS / Target ROAS
NONE / None
UNKNOWN / unknown
ValuePerConversion Value / converted click valueConvertedClick Double True True Metric The total value of all conversions divided by the total number of converted clicks.
ValuePerConversionManyPerClick Value / conv. valueConv Double True True Metric The total value of all conversions divided by the total number of conversions.
ViewThroughConversions View-through conv. viewThroughConv Long True True Metric The value, on average, of your total estimated conversions.
Week Week week String True True Segment The date for the Monday of the week, formatted as yyyy-MM-dd.
Year Year year Integer True True Segment The year, formatted as yyyy.

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Budget Performance Report

The Budget Performance report includes all statistics aggregated by default at the budget level, one row per budget. If other segment fields are used, you may get more than one row per budget. See segmentation for more information.

ReportType: BUDGET_PERFORMANCE_REPORT
Name Display Name XML Attribute Type Filterable Supports Zero Impressions Behavior Notes
Amount Budget budget Money True True Attribute The daily budget. On the Campaign Performance Report this column reflects the entire shared budget if the campaign draws from a shared budget.
AssociatedCampaignId Campaign ID campaignID Long True True Segment The ID of a Campaign associated with the Budget.
AssociatedCampaignName Campaign campaign String True True Segment The name of a Campaign associated with the Budget.
AssociatedCampaignStatus Campaign state campaignState CampaignStatus True True Segment The status of a Campaign associated with the Budget.
Predicate values / display values:
ENABLED / enabled
PAUSED / paused
REMOVED / removed
UNKNOWN / unknown
AverageCpc Avg. CPC avgCPC Money True True Metric The total cost of all clicks divided by the total number of clicks received.
AverageCpm Avg. CPM avgCPM Money True True Metric Average Cost-per-thousand impressions (CPM).
AveragePosition Avg. position avgPosition Double True True Metric Your ad's position relative to those of other advertisers.
BudgetCampaignAssociationStatus Budget usage budgetUsage BudgetCampaignAssociationStatus True True Segment The status of the association between the Budget and the associated Campaign.
Predicate values / display values:
ENABLED / Enabled
REMOVED / Removed
UNKNOWN / unknown
BudgetId Budget ID budgetID Long True True Attribute The ID of the Budget.
BudgetName Budget Name budgetName String True True Attribute The name of the Budget.
BudgetReferenceCount # Campaigns campaigns Integer False True Attribute The number of campaigns actively using the budget.
BudgetStatus Budget state budgetState BudgetStatus True True Attribute The status of the Budget.
Predicate values / display values:
ENABLED / Enabled
REMOVED / Removed
UNKNOWN / unknown
Clicks Clicks clicks Long True True Metric The number of clicks.
ConversionRate Click conversion rate clickConversionRate Double True True Metric The number of converted clicks divided by your total clicks that can be tracked to a conversion. This is how often a click on your ad resulted in a conversion. Percentage returned as "x.xx%".
ConversionRateManyPerClick Conv. rate convRate Double True True Metric The number of conversions divided by total clicks that can be tracked to conversions. Percentage returned as "x.xx%".
ConversionValue Total conv. value totalConvValue Double True True Metric The sum of conversion values for all conversions.
Conversions Converted clicks convertedClicks Long True True Metric The number of clicks that convert within your chosen conversion window.
ConversionsManyPerClick Conversions conversions Long True True Metric This column reports total conversions, across all the conversion actions you're tracking. How you've chosen to count your conversions (unique or all) affects the number shown in this column.
Cost Cost cost Money True True Metric The sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period. Other costs such as cost-per-call aren't included. For a sum of all costs, use the TotalCost column.
CostPerConversion Cost / converted click costConvertedClick Money True True Metric Cost divided by your total converted clicks.
CostPerConversionManyPerClick Cost / conv. costConv Money True True Metric
Ctr CTR ctr Double True True Metric The number of clicks your ad receives (Clicks) divided by the number of times your ad is shown (Impressions). Percentage returned as "x.xx%".
DeliveryMethod Delivery method deliveryMethod BudgetDeliveryMethod False True Attribute
Impressions Impressions impressions Long True True Metric Count of how often your ad has appeared on a search results page or website on the Google Network.
IsBudgetExplicitlyShared Explicitly shared explicitlyShared Boolean True True Attribute
Period Budget period budgetPeriod BudgetPeriod False True Attribute
ValuePerConversion Value / converted click valueConvertedClick Double True True Metric The total value of all conversions divided by the total number of converted clicks.
ValuePerConversionManyPerClick Value / conv. valueConv Double True True Metric The total value of all conversions divided by the total number of conversions.
ViewThroughConversions View-through conv. viewThroughConv Long True True Metric The value, on average, of your total estimated conversions.

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Call Metrics Call Details Report

The Call Metrics Call Details report includes call details for your call extension including call duration and the caller's area code.

Note: This report includes data from all dates, regardless of the dateRange (XML) or DURING clause (AWQL) in the report definition.

ReportType: CALL_METRICS_CALL_DETAILS_REPORT
Name Display Name XML Attribute Type Filterable Supports Zero Impressions Behavior Notes
AccountCurrencyCode Currency currency String True False Attribute The currency of the Customer account.
AccountDescriptiveName Account account String True False Attribute The descriptive name of the Customer account.
AccountTimeZoneId Time zone timeZone String True False Attribute Name of the timezone of the Customer account. For example: "(GMT-05:00) Eastern Time".
AdGroupId Ad group ID adGroupID Long True False Attribute The ID of the AdGroup.
AdGroupName Ad group adGroup String True False Attribute The name of the AdGroup.
AdvertiserPhoneNumber Business phone number businessPhoneNumber String True False Attribute
CallDuration Duration (seconds) durationSeconds Long True False Attribute The duration of the call, in seconds.
CallEndTime End time endTime Long True False Attribute The end date and time of the call.
CallStartTime Start time startTime Long True False Attribute The start date and time of the call.
CallStatus Status status CallStatus True False Segment The status of the call.
Predicate values / display values:
RECEIVED / Received
MISSED / Missed
UNKNOWN / unknown
CallType Call type callType CallType True False Segment The type of the call.
Predicate values / display values:
GOOGLE_SEARCH / Manually dialed
HIGH_END_MOBILE_SEARCH / Mobile click-to-call
UNKNOWN / unknown
CallerCountryCallingCode Caller country code callerCountryCode String True False Attribute
CallerNationalDesignatedCode Caller area code callerAreaCode String True False Attribute
CampaignId Campaign ID campaignID Long True False Attribute The ID of the Campaign.
CampaignName Campaign campaign String True False Attribute The name of the Campaign.
CustomerDescriptiveName Client name clientName String True False Attribute The descriptive name of the Customer.
ExternalCustomerId Customer ID customerID Long True False Attribute The Customer ID.
OfflineInteractionCost Phone cost phoneCost Money True False Metric
PrimaryCompanyName Company name companyName String True False Attribute

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Campaign Performance Report

The Campaigns Performance report includes all statistics aggregated by default at the campaign level, one row per campaign. If other segment fields are used, you may get more than one row per campaign. See segmentation for more information.

Note: This report does not include data related to AdWords for Video campaigns.

ReportType: CAMPAIGN_PERFORMANCE_REPORT
Name Display Name XML Attribute Type Filterable Supports Zero Impressions Behavior Notes
AccountCurrencyCode Currency currency String True True Attribute The currency of the Customer account.
AccountDescriptiveName Account account String True True Attribute The descriptive name of the Customer account.
AccountTimeZoneId Time zone timeZone String True True Attribute Name of the timezone of the Customer account. For example: "(GMT-05:00) Eastern Time".
AdNetworkType1 Network network AdNetworkType1 True True Segment First level network type.
Predicate values / display values:
SEARCH / Search Network
CONTENT / Display Network
AdNetworkType2 Network (with search partners) networkWithSearchPartners AdNetworkType2 True True Segment Second level network type (includes search partners).
Predicate values / display values:
SEARCH / Google search
SEARCH_PARTNERS / Search partners
CONTENT / Display Network
AdvertiserExperimentSegmentationBin ACE split aCESplit AdvertiserExperimentSegmentationBin True True Segment Predicate values / display values:
OUTSIDE_OF_EXPERIMENT / outside experiment
CONTROL / control
EXPERIMENT / experiment
AdvertisingChannelSubType Advertising Sub Channel advertisingSubChannel AdvertisingChannelSubType True True Attribute Predicate values / display values:
UNKNOWN / Unknown
SEARCH_MOBILE_APP / Search Mobile App
DISPLAY_MOBILE_APP / Display Mobile App
SEARCH_EXPRESS / Search Express
DISPLAY_EXPRESS / Display Express
AdvertisingChannelType Advertising Channel advertisingChannel AdvertisingChannelType True True Attribute Predicate values / display values:
UNKNOWN / unknown
SEARCH / Search
DISPLAY / Display
SHOPPING / Shopping
Amount Budget budget Money True True Attribute The daily budget. On the Campaign Performance Report this column reflects the entire shared budget if the campaign draws from a shared budget.
AssistClicks Assist Clicks assistClicks Long True True Metric The total number of clicks received prior to a conversion (excluding the last click).
AssistImpressions Assist Impr. assistImpr Long True True Metric The total number of triggered impressions that were not clicked in searches preceding a conversion.
AssistImpressionsOverLastClicks Assist Impr. / Last Clicks assistImprLastClicks Double True True Metric The total number of assist impressions triggered divided by the total number of last clicks received.
AverageCpc Avg. CPC avgCPC Money True True Metric The total cost of all clicks divided by the total number of clicks received.
AverageCpm Avg. CPM avgCPM Money True True Metric Average Cost-per-thousand impressions (CPM).
AveragePageviews Pages / visit pagesVisit Double True True Metric
AveragePosition Avg. position avgPosition Double True True Metric Your ad's position relative to those of other advertisers.
AverageTimeOnSite Avg. visit duration (seconds) avgVisitDurationSeconds Double True True Metric
AvgCostForOfflineInteraction Avg. CPP avgCPP Money True True Metric
BidType Conversion optimizer bid type conversionOptimizerBidType BidType True True Attribute The bid type.
Predicate values / display values:
TARGET_CPA / target cpa
BiddingStrategyId Bid Strategy ID bidStrategyID Long True True Attribute The ID of the BiddingStrategyConfiguration.
BiddingStrategyName Bid Strategy Name bidStrategyName String True True Attribute The name of the BiddingStrategyConfiguration.
BiddingStrategyType Bid Strategy Type bidStrategyType BiddingStrategyType True True Attribute The type of the BiddingStrategyConfiguration.
Predicate values / display values:
BUDGET_OPTIMIZER / auto
CONVERSION_OPTIMIZER / max/target cpa
MANUAL_CPC / cpc
MANUAL_CPM / cpm
PAGE_ONE_PROMOTED / Target search page location
TARGET_SPEND / Maximize clicks
ENHANCED_CPC / Enhanced CPC
TARGET_CPA / Target CPA
TARGET_ROAS / Target ROAS
NONE / None
UNKNOWN / unknown
BounceRate Bounce rate bounceRate Double True True Metric Percentage of clicks where the user only visited a single page on your site, formatted as "x.xx%".
BudgetId Budget ID budgetID Long True True Attribute The ID of the Budget.
CampaignId Campaign ID campaignID Long True True Attribute The ID of the Campaign.
CampaignName Campaign campaign String True True Attribute The name of the Campaign.
CampaignStatus Campaign state campaignState CampaignStatus True True Attribute The status of the Campaign.
Predicate values / display values:
UNKNOWN / unknown
ENABLED / enabled
PAUSED / paused
REMOVED / removed
ClickAssistedConversionValue Click Assisted Conv. Value clickAssistedConvValue Double True True Metric The total value of all conversions for which this keyword, ad, ad group, or campaign triggered assist clicks.
ClickAssistedConversions Click Assisted Conv. clickAssistedConv Long True True Metric The total number of conversions for which this keyword, ad, ad group, or campaign contributed one or more assist clicks.
ClickAssistedConversionsOverLastClickConversions Click Assisted Conv. / Last Click Conv. clickAssistedConvLastClickConv Double True True Metric The total number of conversions for which this keyword, ad, ad group, or campaign received assist clicks divided by the total number of conversions for which it triggered the last click.
ClickSignificance Clicks ACE indicator clicksACEIndicator SignificanceData True True Metric
ClickType Click type clickType ClickType True False Segment The Impressions field will reflect how often the ad was served with that click type available. Since ads can serve with multiple click types displayed, impressions may be double counted and the totals may not be accurate.
Predicate values / display values:
URL_CLICKS / Headline
CALLS / Phone calls
OTHER / Other
PRODUCT_EXTENSION_CLICKS / Product plusbox offer
SITELINKS / Sitelink
PRODUCT_LISTING_AD_CLICKS / Product listing ad
GET_DIRECTIONS / Driving direction
OFFER_PRINTS / Print offer
BREADCRUMBS / Breadcrumbs
CALL_TRACKING / Manually dialed phone calls
MOBILE_CALL_TRACKING / Mobile phone calls
LOCATION_EXPANSION / Get location details
UNKNOWN / unknown
Clicks Clicks clicks Long True True Metric The number of clicks.
ContentBudgetLostImpressionShare Content Lost IS (budget) contentLostISBudget Double True True Metric The estimated percent of times that your ad was eligible to show on the Display Network but didn't because your budget was too low. A percentage returned as "xx.xx%", or the special values "< 10%" or "> 90%".
ContentImpressionShare Content Impr. share contentImprShare Double True True Metric The impressions you’ve received on the Display Network divided by the estimated number of impressions you were eligible to receive. A percentage returned as "xx.xx%", or the special values "< 10%" or "> 90%".
ContentRankLostImpressionShare Content Lost IS (rank) contentLostISRank Double True True Metric The estimated percentage of impressions on the Display Network that your ads didn't receive due to poor Ad Rank. A percentage returned as "xx.xx%", or the special values "< 10%" or "> 90%".
ConversionCategoryName Conversion category conversionCategory String True False Segment Not compatible with non-conversion stats (AverageCpc, Clicks, etc). Prevents zero-conversion rows from being returned. Values: "Other", "View of a key page", "Purchase/Sale", "Signup", "Lead"
ConversionManyPerClickSignificance Conversion ACE indicator conversionACEIndicator SignificanceData True True Metric
ConversionRate Click conversion rate clickConversionRate Double True True Metric The number of converted clicks divided by your total clicks that can be tracked to a conversion. This is how often a click on your ad resulted in a conversion. Percentage returned as "x.xx%".
ConversionRateManyPerClick Conv. rate convRate Double True True Metric The number of conversions divided by total clicks that can be tracked to conversions. Percentage returned as "x.xx%".
ConversionRateManyPerClickSignificance Conversion rate ACE indicator conversionRateACEIndicator SignificanceData False True Metric
ConversionRateSignificance Click conversion rate ACE indicator clickConversionRateACEIndicator SignificanceData False True Metric
ConversionSignificance Converted clicks ACE indicator convertedClicksACEIndicator SignificanceData True True Metric
ConversionTypeName Conversion name conversionName String True False Attribute Not compatible with non-conversion stats (AverageCpc, Clicks, etc). Prevents zero-conversion rows from being returned.
ConversionValue Total conv. value totalConvValue Double True True Metric The sum of conversion values for all conversions.
Conversions Converted clicks convertedClicks Long True True Metric The number of clicks that convert within your chosen conversion window.
ConversionsManyPerClick Conversions conversions Long True True Metric This column reports total conversions, across all the conversion actions you're tracking. How you've chosen to count your conversions (unique or all) affects the number shown in this column.
Cost Cost cost Money True True Metric The sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period. Other costs such as cost-per-call aren't included. For a sum of all costs, use the TotalCost column.
CostPerConversion Cost / converted click costConvertedClick Money True True Metric Cost divided by your total converted clicks.
CostPerConversionManyPerClick Cost / conv. costConv Money True True Metric
CostPerConversionManyPerClickSignificance Cost/conversion ACE indicator costConversionACEIndicator SignificanceData True True Metric
CostPerConversionSignificance Cost/converted click ACE indicator costConvertedClickACEIndicator SignificanceData True True Metric
CostPerEstimatedTotalConversion Cost / est. total conv. costEstTotalConv Double True True Metric
CostSignificance Cost ACE indicator costACEIndicator SignificanceData True True Metric
CpcSignificance CPC ACE indicator cPCACEIndicator SignificanceData True True Metric
CpmSignificance CPM ACE indicator cPMACEIndicator SignificanceData True True Metric
Ctr CTR ctr Double True True Metric The number of clicks your ad receives (Clicks) divided by the number of times your ad is shown (Impressions). Percentage returned as "x.xx%".
CtrSignificance CTR ACE indicator cTRACEIndicator SignificanceData True True Metric
CustomerDescriptiveName Client name clientName String True True Attribute The descriptive name of the Customer.
Date Day day Date True True Segment The date formatted as yyyy-MM-dd.
DayOfWeek Day of week dayOfWeek DayOfWeek True True Segment The name of the day of the week, e.g., "Monday".
Predicate values / display values:
MONDAY / Monday
TUESDAY / Tuesday
WEDNESDAY / Wednesday
THURSDAY / Thursday
FRIDAY / Friday
SATURDAY / Saturday
SUNDAY / Sunday
Device Device device DeviceType True True Segment Predicate values / display values:
UNKNOWN / Other
DESKTOP / Computers
HIGH_END_MOBILE / Mobile devices with full browsers
TABLET / Tablets with full browsers
EnhancedCpcEnabled Enhanced CPC enabled enhancedCPCEnabled Boolean True True Attribute
EstimatedCrossDeviceConversions Est. cross-device conv. estCrossDeviceConv Long True True Metric Conversions from when a customer clicks on an AdWords ad on one device, then converts on a different device or browser. Cross-device conversions are already included in your EstimatedTotalConversions column.
EstimatedTotalConversionRate Est. total conv. rate estTotalConvRate Double True True Metric EstimatedTotalConversions divided by total clicks that can be conversion-tracked. This is how often a click on your ad resulted in a conversion.
EstimatedTotalConversionValue Est. total conv. value estTotalConvValue Double True True Metric The total value of all of your conversions, including those that are estimated.
EstimatedTotalConversionValuePerClick Est. total conv. value / click estTotalConvValueClick Double True True Metric
EstimatedTotalConversionValuePerCost Est. total conv. value / cost estTotalConvValueCost Double True True Metric
EstimatedTotalConversions Est. total conv. estTotalConv Long True True Metric Best estimate of the total number of conversions that AdWords drives. Includes website, cross-device, and phone call conversions.
ExternalCustomerId Customer ID customerID Long True True Attribute The Customer ID.
HourOfDay Hour of day hourOfDay Integer True False Segment The hour of day as a number between 0 and 23, inclusive.
Id Campaign ID campaignID Long True True Attribute
ImpressionAssistedConversionValue Impr. Assisted Conv. Value imprAssistedConvValue Double True True Metric
ImpressionAssistedConversions Impr. Assisted Conv. imprAssistedConv Long True True Metric
ImpressionAssistedConversionsOverLastClickConversions Impr. Assisted Conv. / Last Click Conv. imprAssistedConvLastClickConv Double True True Metric
ImpressionSignificance Impressions ACE indicator impressionsACEIndicator SignificanceData True True Metric
Impressions Impressions impressions Long True True Metric Count of how often your ad has appeared on a search results page or website on the Google Network.
InvalidClickRate Invalid click rate invalidClickRate Double True True Metric The percentage ("x.xx%") of clicks filtered out of your total number of clicks (filtered + non-filtered clicks) during the reporting period.
InvalidClicks Invalid clicks invalidClicks Long True True Metric Number of clicks Google considers illegitimate and doesn't charge you for.
IsBudgetExplicitlyShared Budget explicitly shared budgetExplicitlyShared Boolean True True Attribute
LabelIds Label IDs labelIDs List True True Attribute List elements are delimited by the semicolon character (;)
Labels Labels labels List True True Attribute List elements are delimited by the semicolon character (;)
Month Month month String True True Segment The first day of the month, formatted as yyyy-MM-dd.
MonthOfYear Month of Year monthOfYear MonthOfYear True True Segment The name of the month of the year, e.g., "December".
Predicate values / display values:
JANUARY / January
FEBRUARY / February
MARCH / March
APRIL / April
MAY / May
JUNE / June
JULY / July
AUGUST / August
SEPTEMBER / September
OCTOBER / October
NOVEMBER / November
DECEMBER / December
Name Campaign campaign String True True Attribute The name of the main object in this row. For example, in a Campaign Performance Report this will be the name of each row's Campaign. In an Ad Group Performance Report this will be the name of each row's AdGroup.
NumOfflineImpressions Phone impressions phoneImpressions Long True True Metric
NumOfflineInteractions Phone calls phoneCalls Long True True Metric
OfflineInteractionCost Phone cost phoneCost Money True True Metric
OfflineInteractionRate PTR ptr Double True True Metric
PercentNewVisitors % new visits newVisits Double True True Metric
Period Budget period budgetPeriod BudgetPeriod False True Attribute
PositionSignificance Position ACE indicator positionACEIndicator SignificanceData True True Metric
PrimaryCompanyName Company name companyName String True True Attribute
Quarter Quarter quarter String True True Segment The first day of the quarter, formatted as yyyy-MM-dd. Uses the calendar year for quarters, e.g., the second quarter of 2014 starts on 2014-04-01.
RelativeCtr Relative CTR relativeCTR Double True True Metric Your clickthrough rate (Ctr) divided by the average clickthrough rate of all advertisers on the websites that show your ads. Measures how your ads perform on Display Network sites compared to other ads on the same sites.
SearchBudgetLostImpressionShare Search Lost IS (budget) searchLostISBudget Double True True Metric The estimated percent of times that your ad was eligible to show on the Search Network but didn't because your budget was too low. A percentage returned as "xx.xx%", or the special values "< 10%" or "> 90%"
SearchExactMatchImpressionShare Search Exact match IS searchExactMatchIS Double True True Metric The impressions you've received divided by the estimated number of impressions you were eligible to receive on the Search Network for search terms that matched your keywords exactly (or were close variants of your keyword). A percentage returned as "xx.xx%", or the special values "< 10%" or "> 90%". Not compatible with the field ClickType.
SearchImpressionShare Search Impr. share searchImprShare Double True True Metric The impressions you’ve received on the Search Network divided by the estimated number of impressions you were eligible to receive. A percentage returned as "xx.xx%", or the special values "< 10%" or "> 90%". Not compatible with the fields ClickType and HourOfDay on any report. Not compatible with the field Device on the Product Partition Report.
SearchRankLostImpressionShare Search Lost IS (rank) searchLostISRank Double True True Metric The estimated percentage of impressions on the Search Network that your ads didn't receive due to poor Ad Rank. A percentage returned as "xx.xx%", or the special values "< 10%" or "> 90%". Not compatible with the field ClickType.
ServingStatus Campaign serving status campaignServingStatus ServingStatus True True Attribute Indicates if the Campaign is serving ads.
Predicate values / display values:
SERVING / eligible
NONE / none
ENDED / ended
PENDING / pending
SUSPENDED / suspended
Slot Top vs. Other topVsOther Slot True True Segment The position of the Ad.
Predicate values / display values:
SearchRhs / Google search: Side
SearchTop / Google search: Top
SearchOther / Google search: Other
Content / Google Display Network
AfsTop / Search partners: Top
AfsOther / Search partners: Other
Unknown /
Status Campaign state campaignState CampaignStatus True True Attribute The status of the main object in this row. For example, in a Campaign Performance Report this will be the status of each row's Campaign. In an Ad Group Performance Report this will be the status of each row's AdGroup.
Predicate values / display values:
UNKNOWN / unknown
ENABLED / enabled
PAUSED / paused
REMOVED / removed
TotalBudget Budget budget Money True True Attribute
TotalCost Total cost totalCost Money True True Metric The total aggregated cost, which includes total click costs and any other costs, such as phone cost.
TrackingUrlTemplate Tracking template trackingTemplate String True True Attribute
UrlCustomParameters Custom parameter customParameter CustomParameters False True Attribute
ValuePerConversion Value / converted click valueConvertedClick Double True True Metric The total value of all conversions divided by the total number of converted clicks.
ValuePerConversionManyPerClick Value / conv. valueConv Double True True Metric The total value of all conversions divided by the total number of conversions.
ValuePerEstimatedTotalConversion Value / est. total conv. valueEstTotalConv Double True True Metric The value, on average, of your total estimated conversions.
ViewThroughConversions View-through conv. viewThroughConv Long True True Metric The value, on average, of your total estimated conversions.
ViewThroughConversionsSignificance View-through conv. ACE indicator viewThroughConvACEIndicator SignificanceData False True Metric
Week Week week String True True Segment The date for the Monday of the week, formatted as yyyy-MM-dd.
Year Year year Integer True True Segment The year, formatted as yyyy.

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Campaign Ad Schedule Target Report

The Campaign Ad Schedule Target report summarizes the performance of campaigns by AdSchedule criteria.

ReportType: CAMPAIGN_AD_SCHEDULE_TARGET_REPORT
Name Display Name XML Attribute Type Filterable Supports Zero Impressions Behavior Notes
AccountCurrencyCode Currency currency String True True Attribute The currency of the Customer account.
AccountDescriptiveName Account account String True True Attribute The descriptive name of the Customer account.
AccountTimeZoneId Time zone timeZone String True True Attribute Name of the timezone of the Customer account. For example: "(GMT-05:00) Eastern Time".
AverageCpc Avg. CPC avgCPC Money True True Metric The total cost of all clicks divided by the total number of clicks received.
AverageCpm Avg. CPM avgCPM Money True True Metric Average Cost-per-thousand impressions (CPM).
AveragePosition Avg. position avgPosition Double True True Metric Your ad's position relative to those of other advertisers.
BidModifier Bid adj. bidAdj Double True True Attribute The bid modifier. To filter by this field, use values greater than 0 and less than or equal to 1. Percentage returned as "x.xx%".
CampaignId Campaign ID campaignID Long True True Attribute The ID of the Campaign.
CampaignName Campaign campaign String True True Attribute The name of the Campaign.
CampaignStatus Campaign state campaignState CampaignStatus True True Attribute The status of the Campaign.
Predicate values / display values:
UNKNOWN / unknown
ENABLED / enabled
PAUSED / paused
REMOVED / removed
Clicks Clicks clicks Long True True Metric The number of clicks.
ConversionRate Click conversion rate clickConversionRate Double True True Metric The number of converted clicks divided by your total clicks that can be tracked to a conversion. This is how often a click on your ad resulted in a conversion. Percentage returned as "x.xx%".
ConversionRateManyPerClick Conv. rate convRate Double True True Metric The number of conversions divided by total clicks that can be tracked to conversions. Percentage returned as "x.xx%".
ConversionValue Total conv. value totalConvValue Double True True Metric The sum of conversion values for all conversions.
Conversions Converted clicks convertedClicks Long True True Metric The number of clicks that convert within your chosen conversion window.
ConversionsManyPerClick Conversions conversions Long True True Metric This column reports total conversions, across all the conversion actions you're tracking. How you've chosen to count your conversions (unique or all) affects the number shown in this column.
Cost Cost cost Money True True Metric The sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period. Other costs such as cost-per-call aren't included. For a sum of all costs, use the TotalCost column.
CostPerConversion Cost / converted click costConvertedClick Money True True Metric Cost divided by your total converted clicks.
CostPerConversionManyPerClick Cost / conv. costConv Money True True Metric
Ctr CTR ctr Double True True Metric The number of clicks your ad receives (Clicks) divided by the number of times your ad is shown (Impressions). Percentage returned as "x.xx%".
CustomerDescriptiveName Client name clientName String True True Attribute The descriptive name of the Customer.
Date Day day Date True True Segment The date formatted as yyyy-MM-dd.
ExternalCustomerId Customer ID customerID Long True True Attribute The Customer ID.
Id Ad Schedule adSchedule Long True True Attribute
Impressions Impressions impressions Long True True Metric Count of how often your ad has appeared on a search results page or website on the Google Network.
Month Month month String True True Segment The first day of the month, formatted as yyyy-MM-dd.
MonthOfYear Month of Year monthOfYear MonthOfYear True True Segment The name of the month of the year, e.g., "December".
Predicate values / display values:
JANUARY / January
FEBRUARY / February
MARCH / March
APRIL / April
MAY / May
JUNE / June
JULY / July
AUGUST / August
SEPTEMBER / September
OCTOBER / October
NOVEMBER / November
DECEMBER / December
PrimaryCompanyName Company name companyName String True True Attribute
Quarter Quarter quarter String True True Segment The first day of the quarter, formatted as yyyy-MM-dd. Uses the calendar year for quarters, e.g., the second quarter of 2014 starts on 2014-04-01.
ValuePerConversion Value / converted click valueConvertedClick Double True True Metric The total value of all conversions divided by the total number of converted clicks.
ValuePerConversionManyPerClick Value / conv. valueConv Double True True Metric The total value of all conversions divided by the total number of conversions.
ViewThroughConversions View-through conv. viewThroughConv Long True True Metric The value, on average, of your total estimated conversions.
Week Week week String True True Segment The date for the Monday of the week, formatted as yyyy-MM-dd.
Year Year year Integer True True Segment The year, formatted as yyyy.

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Campaign Location Target Report

The Campaign Location Target Report summarizes the performance of campaigns by location-based CampaignCriterion.

ReportType: CAMPAIGN_LOCATION_TARGET_REPORT
Name Display Name XML Attribute Type Filterable Supports Zero Impressions Behavior Notes
AccountCurrencyCode Currency currency String True True Attribute The currency of the Customer account.
AccountDescriptiveName Account account String True True Attribute The descriptive name of the Customer account.
AccountTimeZoneId Time zone timeZone String True True Attribute Name of the timezone of the Customer account. For example: "(GMT-05:00) Eastern Time".
AverageCpc Avg. CPC avgCPC Money True True Metric The total cost of all clicks divided by the total number of clicks received.
AverageCpm Avg. CPM avgCPM Money True True Metric Average Cost-per-thousand impressions (CPM).
AveragePosition Avg. position avgPosition Double True True Metric Your ad's position relative to those of other advertisers.
BidModifier Bid adj. bidAdj Double True True Attribute The bid modifier. To filter by this field, use values greater than 0 and less than or equal to 1. Percentage returned as "x.xx%".
CampaignId Campaign ID campaignID Long True True Attribute The ID of the Campaign.
CampaignName Campaign campaign String True True Attribute The name of the Campaign.
CampaignStatus Campaign state campaignState CampaignStatus True True Attribute The status of the Campaign.
Predicate values / display values:
UNKNOWN / unknown
ENABLED / enabled
PAUSED / paused
REMOVED / removed
Clicks Clicks clicks Long True True Metric The number of clicks.
ConversionRate Click conversion rate clickConversionRate Double True True Metric The number of converted clicks divided by your total clicks that can be tracked to a conversion. This is how often a click on your ad resulted in a conversion. Percentage returned as "x.xx%".
ConversionRateManyPerClick Conv. rate convRate Double True True Metric The number of conversions divided by total clicks that can be tracked to conversions. Percentage returned as "x.xx%".
ConversionValue Total conv. value totalConvValue Double True True Metric The sum of conversion values for all conversions.
Conversions Converted clicks convertedClicks Long True True Metric The number of clicks that convert within your chosen conversion window.
ConversionsManyPerClick Conversions conversions Long True True Metric This column reports total conversions, across all the conversion actions you're tracking. How you've chosen to count your conversions (unique or all) affects the number shown in this column.
Cost Cost cost Money True True Metric The sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period. Other costs such as cost-per-call aren't included. For a sum of all costs, use the TotalCost column.
CostPerConversion Cost / converted click costConvertedClick Money True True Metric Cost divided by your total converted clicks.
CostPerConversionManyPerClick Cost / conv. costConv Money True True Metric
Ctr CTR ctr Double True True Metric The number of clicks your ad receives (Clicks) divided by the number of times your ad is shown (Impressions). Percentage returned as "x.xx%".
CustomerDescriptiveName Client name clientName String True True Attribute The descriptive name of the Customer.
Date Day day Date True True Segment The date formatted as yyyy-MM-dd.
ExternalCustomerId Customer ID customerID Long True True Attribute The Customer ID.
Id Location location Long True True Attribute
Impressions Impressions impressions Long True True Metric Count of how often your ad has appeared on a search results page or website on the Google Network.
IsNegative Is negative isNegative Boolean True True Attribute
Month Month month String True True Segment The first day of the month, formatted as yyyy-MM-dd.
MonthOfYear Month of Year monthOfYear MonthOfYear True True Segment The name of the month of the year, e.g., "December".
Predicate values / display values:
JANUARY / January
FEBRUARY / February
MARCH / March
APRIL / April
MAY / May
JUNE / June
JULY / July
AUGUST / August
SEPTEMBER / September
OCTOBER / October
NOVEMBER / November
DECEMBER / December
PrimaryCompanyName Company name companyName String True True Attribute
Quarter Quarter quarter String True True Segment The first day of the quarter, formatted as yyyy-MM-dd. Uses the calendar year for quarters, e.g., the second quarter of 2014 starts on 2014-04-01.
ValuePerConversion Value / converted click valueConvertedClick Double True True Metric The total value of all conversions divided by the total number of converted clicks.
ValuePerConversionManyPerClick Value / conv. valueConv Double True True Metric The total value of all conversions divided by the total number of conversions.
ViewThroughConversions View-through conv. viewThroughConv Long True True Metric The value, on average, of your total estimated conversions.
Week Week week String True True Segment The date for the Monday of the week, formatted as yyyy-MM-dd.
Year Year year Integer True True Segment The year, formatted as yyyy.

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Campaign Negative Keywords Performance Report

Although negative keywords do not hold statistics, you can use this structured report to efficiently retrieve attributes of keyword-based NegativeCampaignCriterion objects.

ReportType: CAMPAIGN_NEGATIVE_KEYWORDS_PERFORMANCE_REPORT
Name Display Name XML Attribute Type Filterable Supports Zero Impressions Behavior Notes
AccountCurrencyCode Currency currency String True True Attribute The currency of the Customer account.
AccountDescriptiveName Account account String True True Attribute The descriptive name of the Customer account.
AccountTimeZoneId Time zone timeZone String True True Attribute Name of the timezone of the Customer account. For example: "(GMT-05:00) Eastern Time".
CampaignId Campaign ID campaignID Long True True Attribute The ID of the Campaign.
CustomerDescriptiveName Client name clientName String True True Attribute The descriptive name of the Customer.
ExternalCustomerId Customer ID customerID Long True True Attribute The Customer ID.
Id Keyword ID keywordID Long True True Attribute
IsNegative Is negative isNegative Boolean True True Attribute
KeywordMatchType Match type matchType KeywordMatchType True True Attribute The match type for the Keyword.
Predicate values / display values:
EXACT / Exact
PHRASE / Phrase
BROAD / Broad
KeywordText Negative keyword negativeKeyword String True True Attribute The text of the Keyword.
PlacementUrl Negative keyword negativeKeyword String True True Attribute
PrimaryCompanyName Company name companyName String True True Attribute
UserListId Negative keyword negativeKeyword Long False True Attribute The ID of the UserList (audience).

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Campaign Negative Locations Report

Although negative locations do not hold statistics, you can use this structured report to efficiently retrieve attributes of location-based NegativeCampaignCriterion objects.

ReportType: CAMPAIGN_NEGATIVE_LOCATIONS_REPORT
Name Display Name XML Attribute Type Filterable Supports Zero Impressions Behavior Notes
AccountCurrencyCode Currency currency String True True Attribute The currency of the Customer account.
AccountDescriptiveName Account account String True True Attribute The descriptive name of the Customer account.
AccountTimeZoneId Time zone timeZone String True True Attribute Name of the timezone of the Customer account. For example: "(GMT-05:00) Eastern Time".
CampaignId Campaign ID campaignID Long True True Attribute The ID of the Campaign.
CustomerDescriptiveName Client name clientName String True True Attribute The descriptive name of the Customer.
ExternalCustomerId Customer ID customerID Long True True Attribute The Customer ID.
Id Location location Long True True Attribute
IsNegative Is negative isNegative Boolean True True Attribute
PrimaryCompanyName Company name companyName String True True Attribute

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